The Buyer Journey - Myth, Reality, Hybrid, or an Avoidable Part of Selling?

Posted by Dave Kurlan on Thu, Sep 15, 2016 @ 15:09 PM

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The Buyer Journey is front and center again.  Dan McDade posted the second in his 3-part series on Lies and Myths and part 2 is about the Buyer Journey.  8 Sales Experts weighed in with their thoughts about the Buyer Journey and you can read those here.  Don't miss Mike Weinberg's comment - I love it!  It's pretty clear where the sales experts stand, so where is all of the Buyer Journey data coming from if not the sales experts?

Could it be the people with the most to gain from propagating the myth of the Buyer Journey?  Those people are the big proponents of inbound of course.  If they can get you to believe it's 57% over when a salesperson gets invited in, then there is more reason for you to purchase inbound programs and applications to generate even more inbound leads for which you can be late.

The reality is that when salespeople are late to the party, in most cases it is because they are passive rather than proactive about pursuing an opportunity - a trait of weak salespeople or the bottom 77%.  And then, when those same crappy, passive salespeople enter the opportunity late, they aren't able to suddenly become proactive because they are afraid they will lose the business.  Another trait of weak salespeople.  So they facilitate and offer up demos, quotes, proposals, referrals, tours, trials and discounts.  Nothing of value.  Nothing to create urgency.  Nothing that qualifies the opportunity.  Nothing that gathers information.  Nothing.  So that group - 77% of them - would actually perceive a buyer journey where prospects are at least 57% along the way to buying.  And that group will have a loooong sales cycle and a pit.i.ful win rate.

So what is it that enables salespeople to behave so passively on these sales calls?

In my experience, even with weak salespeople, you can blame sales process - either ineffective, inefficient, or a complete lack of a sales process. In some cases, it is a sales process that sales management is not holding salespeople accountable for executing.  With a proper sales process, this.does.not.happen.

This week I wrote an article for Gazelle's Growth Institute's Blog and it just so happens to be on the benefits of getting your sales process right.  You can read that article here.

So what do you believe relative to the buyer journey?

 

Topics: Dave Kurlan, sales process, sales cycle, closing ratio, dan mcdade, win rates, gazelles, the buyer journey

Sales Process - It's All about the Shoes, Silly

Posted by Dave Kurlan on Tue, Jun 28, 2016 @ 19:06 PM

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I've written dozens of articles on Sales Process an you can read many of them right here.  If you pay attention, you can even see how my thinking has changed over the last 10 years.  While I have never wavered on the importance of sales process, I have modified my thinking on why it's so important, what it must consist of, how it should work, and how it should be integrated into CRM.

When the folks at Gazelles / Growth Institute asked me to write an article for their Blog, they suggested that I write about the Sales Process I introduced in my 2005 best-selling book, Baseline Selling - How to Become a Sales Superstar by Using What You Already Know About the Game of Baseball.  I had already recorded a one-hour seminar for the Growth Institute Scaling it Up Club and they thought it would make sense to write about that.  Instead, I wrote what I believe is my best article to date on the importance of sales process and what executives routinely show me when I ask to see their sales process.  The article should be fun to read so let me know what you think in the comments.  Read Why a Customized Sales Process is Like Buying Shoes.  The funny thing is that I wrote that article for them long before I started the book, Shoe Dog, and wrote this article!  Suddenly, it's all about the shoes!

Topics: Dave Kurlan, Baseline Selling, sales process, gazelles, growth institute

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Best-Selling Author, Keynote Speaker and Sales Thought Leader.  Dave Kurlan's Understanding the Sales Force Blog earned a medal for the Top Sales & Marketing Blog award for six consecutive years. This article earned a Bronze Medal for Top Sales Blog post in 2016, this one earned a Silver medal for 2017, and this article earned Silver for 2018. Read more about Dave.

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