54 Things Buyers Want More Of

February 20th, 2014

Human beings are never satisfied. Which is a good thing, because it’s that trait that causes us to continually progress. We want bigger, better, faster.

We want more.

Whenever we buy something, it’s because we’re looking to attain more of something in our life or business.

So what does your company, product or service offer your customer more of? Here are 54 ideas:

1. Taste
2. Information
3. Entertainment
4. Capacity
5. Energy
6. Flexibility
7. Attention
8. Security
9. Time
10. Money
11. Features
12. Accuracy
13. Power
14. In-depth analysis
15. Options
16. Excitement
17. Support
18. Uses
19. Coverage
20. Seating
21. Freedom
22. Certainty
23. Opportunities
24. Consistency
25. Productivity
26. Storage
27. Praise
28. Choices
29. Attendees
30. Reach
31. Battery life
32. Growth
33. Protection
34. Influence
35. Love
36. Sex
37. Confidence
38. Ability
39. Results
40. Fun
41. Space
42. Insight
43. Control
44. Advantages
45. Reliability
46. Connection
47. Mobility
48. Convenience
49. Energy efficiency
50. Comfort
51. Health
52. Capabilities
53. Perks
54. Success

Use this list as you create or revise your marketing materials or sales presentations. Identify which specific items your prospective customer wants more of and determine how your product or service provides them with those things.

Do that and you’ll achieve more sales.

What else do buyers want more of? Share your ideas in the comments section below!

Prospects Aren’t Always Prospects

February 14th, 2014

By guest blogger
Sharon Drew Morgen

As sellers, we’ve been taught that someone with a need that our solution fulfills is a prospect. But that’s not true or we’d be closing a lot more business and wasting a lot less time following the wrong prospects. Just because we see a need does not mean they:

A. want it resolved
B. want it resolved now
C. have the buy-in to bring in an external solution rather than using their own internal fix or beloved vendor
D. are ready to give up the work-around they have in place that resolves the problem well enough.

So Rule #1: Need does not a prospect make.

Unfortunately, the sales model has no capability to go behind-the-scenes to facilitate buy-in from the internal system—the other people who don’t see a need or don’t want to share budget, the tech group that wants to do it all themselves, or the president who has her own agenda and hasn’t informed everyone yet.

Rule #2: Until everyone and everything that will touch the new solution buys in to bringing it on board, there will be no purchase, regardless of a need.


Buyers have systems problems; a solution purchase (or any sort of change) is merely the last element in a chain of events that must fit together so everything internally keeps ticking along comfortably.

Rule #3: The system is sacrosanct, regardless of the efficacy of your solution.

Here are two situations in which I failed miserably (and lost quite a bit of money), prior to understanding that buyers (in companies and individuals) must manage internal stability before they can buy.

I did a pilot for an iconic multinational. Using Buying Facilitation® the group had a 400% increase in sales over the control group (we shortened the sales cycle from 7 months to 4 weeks). They got rid of me because the problems caused by increased revenue and cash flow issues, shifts of the manufacturing schedules, etc., would cost many millions to fix. They eschewed the increased profit to maintain the system.

I trained a large insurance group that got a 600% increase in sales over the control group (they went from 110 visits and 18 closed sales to 27 visits and 25 closed sales). After the results were in, the trained team handed in their resignations because they said they were “field sales” reps and would rather quit then come inside, regardless of how much money they made. They liked handing out donuts and schmoozing.

From my point of view this is nuts. But from theirs it made sense. Systems maintain their status quo at all costs, regardless of the benefits of our solutions. Indeed, if the system had wanted to change and knew how to change without disrupting the status quo, it would have already. Systems prefer excellence so long as there is stability.


Philosophically, the sales model is accurate: we can see needs that our solutions will resolve. But it’s not a prospect until or unless the Buying Decision Team—everyone who will touch the final solution—is ready, willing, and able to bring our solution in and knows how to shift rules or job descriptions, bring in new technology without downtime, and ensure there are no historic blind spots.

I developed Buying Facilitation® in 1983 to manage the sales issues my team was having in my new tech company. After 5 prior years in sales, I couldn’t make sense of why “prospects” weren’t buying as often as was logical. But as an entrepreneur who needed to purchase solutions myself, I faced the problem all buyers face: how, when, if to make a change and avoid disruption. So I developed Buying Facilitation® and trained my team.

We began doubling our sales. I even taught my techies how to facilitate their users to make sure they got the buy-in for their programs and projects and got the right data at the right time.

Facilitate systemic change in your area of expertise first—enter each sales call as a facilitator rather than as a detective seeking a need/solution match. Help prospective buyers determine how to change, how to get buy-in, how to bring in your solution. Along the way, you both will determine next steps, who needs to be included, and how to get everyone on board—with you!—to move toward the remedy your solution will provide. And then you can sell.

Buying Facilitation® first, then sales. You need both.

Sharon Drew Morgen has been helping sellers influence and facilitate the buyer’s behind-the-scenes buying journey since the mid 80s, coining the terms Buying Patterns, Buying Path, Buying Decision, Buy Cycle, Buying Decision Team, and Buying Facilitation®. Her unique capability to recognize where buyers are stuck in the buy cycle, and designing strategies to teach buyers how to traverse their buy-in activities, have made her a sought-out coach and consultant. To learn more or to contact Sharon Drew, visit SharonDrewMorgen.com.

Four Fears That Are Preventing Your Sales Success

February 5th, 2014

Are you not experiencing the sales success you’d like? Odds are, one or more fears are holding you back. And the challenge is, we’re typically not even aware we have these fears!

Listen to my appearance on Breakthrough Business Strategies Radio with Michele Price. In this eight-minute segment, I reveal what these fears are, where they come from, and what to do about them. Understanding these fears is the first step to conquering them, so you can experience the success you deserve!

To listen, just click on the link below. Or to download the segment to listen later, right-click the link and select “Save Target As…”

Four Fears That Are Preventing Your Sales Success: Don Cooper on Breakthrough Business Strategies Radio (mp3)

To learn more about Michele Price and listen to her interview other business experts on Breakthrough Business Strategies Radio (which I strongly recommend), check out WhoIsMichelePrice.com.