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We enter a buyerâs environment because we can see a need for our solution. But buyers donât buy a product because it resolves a problem: buyers only buy when they have a business problem that they canât resolve themselves. Think about it: the need has been there for a while. Why wasnât it addressed yesterday? Or tomorrow? And in all likelihood, the need is being handled in some way â itâs not sitting there creating havoc. There are people and initiatives and job descriptions that hold the Identified Problem in place daily.
By Sharon Drew Morgen A buyers problem has sat in their environment for a period of time before you found them. Why havent they fixed the problem already? And hasnt there been fallout that demands they make a purchase quickly? Buyers create work-arounds. And like an old farm house that gets added onto and added onto until the original house gets lost in the work-arounds, so buyers environments contain work-arounds that have created a new culture over time.
By Sharon Drew Morgen When sellers stand in front of prospects to present, they assume that if they position their solution in just the right way, offer just the right information according to the buyers need, the buyer will know what to do with the information.
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