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

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

Buyer-Journey.jpg

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

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Best-Selling Author, Keynote Speaker and Sales Thought Leader.  Dave Kurlan's Understanding the Sales Force Blog has earned medals for the Top Sales & Marketing Blog award for eight 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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