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Content Is Not KingDo you know the point in the buyer’s journey that they read your content? Is it when the assistant hands her boss a stack of articles to help him prepare for a meeting? Has your content ever been used by your competitors?

Much content is not being used to enlist trust, brand recognition, gain followers and ultimately a sale. But we keep writing it and using every means at our disposal to distribute and track it, hoping that someone, at the appropriate point in the decision path, will use it and want to seek us out as a result.

A lot of hope, guesswork, and crossed fingers. But it can be a far more targeted, interactive experience that enables active decision making.

There has always been a struggle to bring buyers to the table. We’ve tried Sandler and Spin, Challenger and QBS. We’ve tried marketing automation, content marketing, and social marketing. But the problem remains an enigma: how do we get in? How do we get the attention we need? How can we convert?

WE’RE OUTSIDERS

We’re so busy explaining, pitching, writing about, introducing, presenting our solution that we’re not using the right thinking to help buyers or followers do what they need to do first: manage change and get the buy-in they need. Systems congruence and preservation will always come before a purchase, a relationship, or loyalty to an outsider.

We are outsiders. We aren’t there at the meetings. We have no idea what’s going on on the golf course. We aren’t helping assemble the full Buying Decision Team or help manage the political issues. We are pushing our ideas and solution data against their closed system, waiting for an opening but not facilitating one, doing our best to get in, get attention, change minds, influence, and sell solutions.

It is possible, however, to use content to facilitate the actual decision making process, help assemble the right people, and align the non-solution-based criteria of the Buying Decision Team/Stakeholders.

So decision facilitation is king. Content is a wonderful tool to use at the three points along the decision path where it’s needed. But it’s merely a tool.

I can work with you to make your content accessible to facilitate action and decisions and help you become invaluable relationship managers, and differentiate you from the competition.sharondrew@sharondrewmorgen.com or www.buyingfacilitation.com.

Content is not King is a post from: SharonDrewMorgen.com

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More Stories By Sharon Drew Morgen

Sharon Drew Morgen is the visionary and thought leader behind Buying Facilitation® the new sales paradigm that focuses on helping buyers manage their buying decision. She is the author of the NYTimes Business Bestseller Selling with Integrity as well as 5 other books and hundreds of articles that explain different aspects of the decision facilitation model that teaches buyers how to buy.

Morgen dramatically shifts the buying decision tools from solution-focused to decision-support. Sales very competently manages the solution placement end of the decision, yet buyers have been left on their own while sellers are left waiting for a response, and hoping they can close. But no longer: Morgen actually gives sellers the tools to lead buyers through all of their internal, idiosyncratic decisions.

Morgen teaches Buying Facilitation® to global corporations, and she licenses the material with training companies seeking to add new skills to what they are already offering their clients. She has a new book coming out October 15, 2009 called Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it which defines what is happening within buyer’s cultures (systems) and explains how they make the decisions they make.

Morgen has focused on the servant-leader/decision facilitation aspect of sales since her first book came out in 1992, called Sales On The Line.
In all of her books, she unmasks the behind-the-scenes decisions that need to go on before buyers choose a solution, and gives sellers the tools to aid them.

In addition, Morgen changes the success rate of sales from the accepted 10% to 40%: the time it takes buyers to come up with their own answers is the length of the sales cycle, and her books – especially Dirty Little Secrets – teaches sellers how to guide the buyers through to all of their decisions, thereby shifting the sales cycle from a failed model that only manages half of the buying cycle, to a very competent Professional skill set.

Morgen lives in Austin TX, where she dances and works with children’s fund raising projects in her spare time.