Buying Facilitation is a sales methodology focused on guiding buyers through their internal decision-making process rather than solely promoting a product or service. Developed by Sharon Drew Morgen, this approach emphasizes understanding and facilitating the buyer’s internal journey, helping them manage their decision-making criteria and process.
By doing so, sales professionals can support buyers in overcoming obstacles and aligning their decision-making with their organizational goals.
This article explores the core principles of Buying Facilitation and offers practical strategies for implementing this approach to effectively support buyers in their decision-making journey.
understanding Buying Facilitation
Buying Facilitation centers on helping buyers navigate their internal decision-making process by:
- Identifying and addressing buyer’s internal decision-making criteria
- Facilitating alignment among internal stakeholders
- Supporting buyers in managing change and overcoming obstacles
- Guiding the decision-making process from start to finish
Each component of Buying Facilitation is designed to support buyers in managing their internal processes and making informed decisions that align with their organizational goals.
identifying and addressing buyer’s internal decision-making criteria
The first step in Buying Facilitation is to identify and understand the buyer’s internal decision-making criteria. This involves gaining insights into the factors that influence the buyer’s decision and the criteria they use to evaluate options.
techniques for understanding decision-making criteria
- Ask exploratory questions: Use questions to explore the buyer’s decision-making criteria and factors influencing their choice.
- Listen actively: Pay close attention to the buyer’s responses to understand their criteria and priorities.
- Analyze the decision-making process: Consider the buyer’s internal processes and how they evaluate different options.
tips for understanding decision-making criteria:
- Engage early: Start discussions early to gather insights into the buyer’s decision-making criteria.
- Focus on criteria: Identify the specific factors that influence the buyer’s decision-making process.
- Consider context: Understand the broader context of the buyer’s organizational goals and challenges.
facilitating alignment among internal stakeholders
In many organizations, multiple stakeholders are involved in the decision-making process. Buying Facilitation involves facilitating alignment and collaboration among these stakeholders to ensure a unified approach.
strategies for facilitating alignment
- Identify key stakeholders: Determine who the key decision-makers and influencers are within the organization.
- Facilitate communication: Encourage open communication and collaboration among stakeholders to address their concerns and align their perspectives.
- Address conflicts: Manage any conflicts or disagreements among stakeholders to build consensus.
tips for facilitating alignment:
- Understand roles: Identify the roles and influence of different stakeholders in the decision-making process.
- Encourage dialogue: Foster open dialogue to address concerns and build alignment.
- Resolve conflicts: Address conflicts and find common ground to ensure a unified approach.
supporting buyers in managing change and overcoming obstacles
Buyers often face obstacles and challenges during the decision-making process. Buying Facilitation involves supporting buyers in managing these challenges and facilitating the change process.
strategies for supporting change management
- Identify obstacles: Understand the challenges and barriers the buyer faces in their decision-making process.
- Provide solutions: Offer solutions and recommendations to help buyers overcome these obstacles.
- Support change: Assist buyers in managing the change process and adapting to new solutions.
tips for supporting change management:
- Be proactive: Anticipate potential obstacles and provide solutions in advance.
- Offer guidance: Provide guidance and support to help buyers navigate the change process.
- Monitor progress: Track the buyer’s progress and offer additional support as needed.
guiding the decision-making process from start to finish
Buying Facilitation involves guiding the buyer through the entire decision-making process, from initial evaluation to final decision. This requires a comprehensive understanding of the buyer’s needs and supporting them throughout their journey.
strategies for guiding the process
- Map the decision-making journey: Outline the key stages of the buyer’s decision-making process and support them at each stage.
- Provide ongoing support: Offer continuous support and resources to assist the buyer throughout their journey.
- Ensure alignment: Ensure that the buyer’s decision-making process aligns with their internal criteria and goals.
tips for guiding the decision-making process:
- Be thorough: Understand each stage of the buyer’s decision-making process and provide relevant support.
- Offer resources: Provide resources and information to assist the buyer in their evaluation and decision-making.
- Maintain communication: Keep open lines of communication to address any issues or concerns.
implementing Buying Facilitation
To effectively implement Buying Facilitation, follow these steps:
- Identify and address buyer’s internal decision-making criteria
- Facilitate alignment among internal stakeholders
- Support buyers in managing change and overcoming obstacles
- Guide the decision-making process from start to finish
Each step is designed to support buyers in navigating their internal decision-making process and achieving successful outcomes.
identify and address buyer’s internal decision-making criteria
Begin by understanding the buyer’s decision-making criteria. Use exploratory questions and active listening to gather insights into the factors that influence their decision.
- Ask exploratory questions: Explore the buyer’s decision-making criteria and factors.
- Listen actively: Pay close attention to the buyer’s responses and priorities.
tips for identifying criteria:
- Engage early: Start discussions early to understand decision-making criteria.
- Focus on factors: Identify the specific factors influencing the buyer’s decision.
facilitate alignment among internal stakeholders
Facilitate alignment and collaboration among key stakeholders to ensure a unified approach to the decision-making process.
- Identify stakeholders: Determine who the key decision-makers and influencers are.
- Encourage communication: Foster open communication and collaboration.
tips for facilitating alignment:
- Understand roles: Identify the roles and influence of stakeholders.
- Resolve conflicts: Address and manage any conflicts or disagreements.
support buyers in managing change and overcoming obstacles
Assist buyers in managing obstacles and challenges during the decision-making process and support them through the change process.
- Identify obstacles: Understand the challenges buyers face.
- Provide solutions: Offer recommendations to overcome obstacles.
tips for supporting change:
- Be proactive: Anticipate potential challenges and provide solutions.
- Offer guidance: Assist buyers in navigating the change process.
guide the decision-making process from start to finish
Guide the buyer through the entire decision-making process, providing ongoing support and resources to ensure a successful outcome.
- Map the journey: Outline key stages of the decision-making process.
- Provide support: Offer resources and maintain communication throughout.
tips for guiding the process:
- Be thorough: Understand and support each stage of the decision-making process.
- Maintain communication: Keep lines of communication open to address issues.
conclusion
Buying Facilitation focuses on supporting buyers through their internal decision-making process, emphasizing understanding and facilitating their journey rather than simply promoting a product. By identifying the buyer’s internal decision-making criteria, facilitating alignment among stakeholders, supporting change management, and guiding the decision-making process, sales professionals can effectively assist buyers in achieving their goals.
Implementing Buying Facilitation involves understanding the buyer’s criteria, aligning with internal stakeholders, overcoming obstacles, and providing comprehensive support throughout the decision-making journey. By following these steps and leveraging the principles of Buying Facilitation, sales teams can enhance their ability to support buyers and drive successful outcomes.