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Dirty Little Secrets: Why buyers can't buy and sellers can't sell and what you can do about it Paperback – October 15, 2009
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Dirty Little Secrets
“This book is a dead-on analysis of how buying decisions get made. The examples are wonderful and I also love the personal style. The whole thing screams experience, wisdom, class, success, and authenticity.
—Anne Miller, author of Metaphorically Selling
“This book will disturb the industry; it pulls back the veil and we’ll never be able to go back to the old way of just selling. From now on, anyone who talks about sales has to mention this book—it’s too big to push under the rug. The book is necessary for any serious sales professional.”
—Jeff Blackwell, SalesPractice.com
“Dirty Little Secrets” takes us inside our buyer’s decision-making process where we discover the factors they need to address prior to making a decision – most of them having nothing to do with our solution.
- Jill Konrath, author of Selling to Big Companies
“This great book gives you powerful insight and practical steps to helping buyers have an easy time buying. It will alter everything you know about selling!”
—Chip R. Bell, author of Take Their Breath Away
Dirty Little Secrets is not a sales book. This is a book on the Hows of truly serving a customer.”
—Lee Glickstein, author of Be Heard Now
“Morgen’s Buying Facilitation Method® is light years ahead of the field.”
—Phil Kotler, author of Marketing Management
From the Author
What is stopping you from closing all of the sales you should be closing? Hint: it’s not you, it’s not the buyer, and it’s not your solution. It’s the sales model itself.
In this groundbreaking book, Morgen brings us behind-the-scenes as buyers navigate through their off-line decisions to get the necessary buy-in to purchase a new solution. As Morgen methodically explains, sales merely manages the needs-analysis and solution-placement end of the buying decision without addressing the change management issues buyers must go through: relationship issues, old vendor issues, policy issues, internal politics. Dirty Little Secrets introduces new skills to help the reader become the GPS system to the buyer’s decision route, separating the sales process from the buying decision process, and speeding the sales cycle dramatically. This is both a change management book, an expose of sales, and a how-to book on decision facilitation. As with Morgen’s other books, this book is well-written, well-conceived, and an important addition to the field.
Top customer reviews
In conventional sales process terminology ... it is a (very) elaborate Qualification process that examines ... via a creative dialogue with the customer/prospect ... just what the likelihood of getting a sale will be given existing solutions, internal politics, ability of the customer to field your product/solution ... even IF they buy it. It's very good reading ... esp. the second time.
However, Sharon's book has a significant shortcoming ... she fails to spend any significant time discussing ... how to raise customers/prospects interest at the onset. Her approach is essentially to construct an open, probing dialogue (dialogue goes beyond mere conversation) and use questioning techniques to unveil internal buying and political processes in order to influence them. But, her approach starts ... in the middle. There's no discussion of HOW you get to that initial point of raising the customer's/prospect's interest in your product or service ... so you can have that dialogue. She decries the conventional product-push/value prop approach saying that it marks the salesperson as aggressive and presumptuous and/or arrogant ("how would you know anything about our real needs", she would paraphrase the typical customer/prospect's reaction to the typical sales presentation). But she doesn't give us any guidance on how to get the sale started.
I value her book/concept (Facilitated Buying - her copyright) as the back-end, the real sales-engine, once the customer expresses interest in the product or service.
Don't be mislead by the 4 and 5 star reviews, as most of them have been writen by her "friends", other authors of selling books. I guess this is the way to fool the naive buyer, just get writers of other bad books give you good reviews in exchange for your good reviews to their also very bad books. So they are all happy and making money and you are poorer, angrier, and fooled, and they can all have a good laugh.
The best books on sales I have read, with really proven successful methodologies that work, are the following:
Major Account Sales Strategy, by Neil Rackham
Spin Selling, by Neil Rackham
Solution Selling, by Michael T. Bosworth
and what you can do about it is all about the change required in the concept of selling process.
As a seller we are taught to locate a subject, turn them into a prospect, get a hang of them, find
the problem or issue related, find or develop a solution to the problem and then lock the sale.
Sharon Drew defines such sale as inappropriate to create a sale as it does not consider the issue
connected with the change management which must be dealt with the prospect before
committing to make the purchase. Sharon drew also talks about the prospect that disappears
saying we will get back to you and never come back to you. She explains about the transactions
the prospects have to do before making commitment of purchase. Sharon Drew explains the
reason which binds the prospects to come back is the people or the system inside the company or
the organization which fail to align themselves to make such purchases. The solution which
Sharon lays in front of us is the buying facilitation method. The buying facilitation method
assists us to make the change required in the company by engaging the buyers with the buying
facilitation method. The buying facilitation method helps to get the important people in the
company onboard and guide them all the way through the change vital to make the sales.
Most recent customer reviews
efinitely worth your time, along with her other books!