The Buyer's Way

01/16/2024

Excited to launch the first episode of our new podcast, The Buyer’s Wisdom Podcast! The podcast is focused on conversations with CEOs and GTM leaders about how they work to consistently grow revenue. The episode is appropriately titled “The Call to Adventure.” Thankful to Carl Dixon, CEO of RescueStat, for being our guest! You can find the podcast on Spotify, Google Play and Apple Podcasts.

Listen to this episode from Buyer's Wisdom Podcast - Trailer on Spotify. I am excited to be joined by Carl Dixon, CEO of RescueStat, for our first episode of the Buyer's Wisdom Podcast. The insights we discuss are aligned with the first Chapter of my book, "The Buyer’s Way," entitled The Call to A...

11/27/2023

Chapter 12: The Return Home

Buyers, like heroes, conclude their journey by returning to their Ordinary World. For Buyers, this is their daily routine, surrounded by coworkers, tools and tasks. When they return, they bring with them The Elixir - a symbol of their journey and a reminder of the impact they've left on the world. In E.T., before our extra-terrestrial friend hops on his ship and flys home, he shares a moment with his friend Elliott. There are three main insights to take away:

1) The Magic Flight: Before saying goodbye, the companions must escape on bikes that magically fly across the moon. For Buyers, even when returning home, there are always hurdles that pop up that require fast action.
2) A bond: E.T. tells Elliott that they'll always have each other, highlighting the bond that they've built. Buyers want to know that they've established trust with vendors, indicating that they are true partners.
3) The Elixir: E.T. boards the ship with a flower in a flower pot, symbolizing the love and friendship with the Companions. Buyers feel at peace when there is some token or momento to remind them of the problem they've solved.

GTM teams must be able to both deliver a sense of fulfillment and peace for Buyers, while always continuing to challenge them to improve. When we provide the Elixir (which is entirely situational based on the bond we develop with our Buyers) we ensure customer loyalty and optimize Lifetime Value.

This concludes our run down of The Buyer's Way across its 12 stages. For more insights, order your copy of The Buyer's Way on Amazon at the link in comments. Please reach out if you ever want to discuss applying The Buyer's Way in your GTM organization.

60 seconds · Clipped by John Kearney · Original video "E.T., The Extra-Terrestrial: Going back home" by Binge Society

11/20/2023

Chapter 11: The Renewal

Buyers, like heroes, are transformed once they have solved their problem. To solve the problem, Buyers and their Companions must think, act and feel different than they did before they implemented the solution. If they do, they will likely renew or replace their solutions. In Black Panther, King T'Challa is goes through his renewal in three parts. These 3 stages of renewal are common among heroes, and Buyers.

1) The Duel: King T'Challa duels with his nemesis Kilmonger. When Buyers look to renew, there will likely be competitors, including Do Nothing and Do it Yourself, to defeat again.
2) The Burial: King T'Challa is buried by his mother and sister. Buyers have to bury grievances and settle concerns that different Companions had during implementation and mastery of the solution.
3) The Transformation: King T'Challa comes back to life, ready to defeat Kilmonger and turn his efforts outward towards helping the whole world. Buyers must be able to prove to the Companions that the organization has changed for the better.

Our GTM teams must be ready to defeat competitors in the months leading up to renewal. We hold post mortems and account reviews to bury any concerns Companions have with us. We work to document change in behaviors and outcomes due to our solution being applied. For more tips on successfully retaining a higher % of clients and $$, check out The Buyer's Way on Amazon at the link in the comments.

Black Panther Returns - "I'm Not Dead" Scene | Black Panther (2018) Movie CLIP [4K ULTRA HD]TM & © Disney (2018)Fair use. Copyright Disclaimer Under Section ...

11/14/2023

Chapter 10: The Triumph

Buyers, like heroes, take time to celebrate their Triumph over the problem. But quickly, Buyers realize that they can't rest on their laurels, and that there are even bigger problems yet to solve. In Peaky Blinders, Tommy Shelby is victorious over his enemies at the end of Season 1, but quickly realizes that his ambitions and drive are pushing him to take off on another adventure. There are three parts of this clip from the last minutes of Season 1 that deliver insight into Buyer behavior. For more insights, check out The Buyer's Way Amazon link in the comments.

1) Tommy sits at his typewriter to write down the history of his Triumph in Season 1. He writes a letter to his love, Grace, reveling in his victory. Buyers want the stories of their success written down in procedural documents and case studies.
2) Tommy hints that defeating his enemy has inspired him to find even bigger battles to win. Buyers come to feel that solving their first problem is not enough, and that they want to take on greater responsibility in their company.
3) The Season ends on a cliff hanger, letting us know that there will have to be a Season 2 with bigger battles. Buyers will buy again, with potentially bigger problems, requiring bigger solutions.

Are your Buyers out there today looking to buy again?

11/06/2023

Chapter 9: The Ordeal

Buyers, like heroes, must enter into the Ordeal to defeat evil and solve their problems. Everything up until now has been leading to this moment. For Buyers, this is when they Implement the solution they've bought. In 'Game of Thrones', our hero Arya Stark is fighting the dead at the Battle of Winterfell with the living. She comes across the red priestess Melisandre, who reminds her of a prophecy foretold. The prophecy reminds Arya of all she's done that has prepared her for this moment, and hints (no spoilers!) as to what she must do next to vanquish the foe.

GTM teams spend the sales process prophesying about what will happen during and after implementation. As our promises are fulfilled, we show our Buyers the results in order that they may be confident that victory is inevitable. Buyers that feel our promises were true feel a sense of vindication and trust, which helps them complete the mission to overcome their problem. For more insight into how to help Buyers Implement Solutions, check out The Buyer's Way on Amazon at the link in comments.

Thanks for watching!!!

10/31/2023

Chapter 8: The Approach to the Innermost Cave

Buyers, like heroes, finally come to the point where a final decision must be made to make a purchase. They must go before the Authority and get sign off. Any last questions the Authority may have, most commonly "Will this be worth it?" must now be answered. I am always reminded of the classic 'Approach to the Innermost Cave' that Dorothy and her companions make in The Wizard of Oz, as they approach the Wizard's chambers to seek his blessing. The story has four elements that mirror what Buyers here go through.

1) The Impossible Test: The Wizard agrees to their request if they promise to bring him the broomstick of the Wicked Witch of the West.
2) Complications: On the way to the Witch's Castle, they are attacked, torn apart and kidnapped.
3) Atonement: Dorothy has a vision of Auntie Em, who lets Dorothy know that she is loved and accepted by her family.
4) Breakthrough: The Companions disguise themselves to enter the Castle, break down the door where Dorothy is being held, and run head long into their Ordeal against the Witch.

GTM teams must be prepared to help Buyers pass Impossible Tests that are put out there primarily to slow down the deal. We should expect their to be complications, and help our Buyers navigate them. We prepare Buyers for that final conversation with the Authority and give them the tools to confidently breakthrough.

For more insights into the tools that help Buyers when on their Approach to the Innermost Cave, see the link in the comments to The Buyer's Way on Amazon.

Wizard of Oz 75th Anniversary is available for pre-order http://bit.ly/WB_OZIn this charming film based on the popular L.Frank Baum novel, Dorothy and her do...

10/23/2023

Chapter 7: The Apotheosis

Buyers, like heroes, must be seen by stakeholders as leaders, ready to lead their team through the implementation. Buyers that are not seen as leaders rarely end up buying because they lack the influence to persuade stakeholders to follow them. In Braveheart, William Wallace is elevated by the Scottish army before the Battle of Stirling. This classic scene and speech has four components. To learn how these apply to your Buyers, check out the comments for a link to The Buyer's Way on Amazon.

1) The Heroic Moment: The superior English army is across the battle field, ready to fight.
2) The Reward: Wallace reminds the Scottish soldiers that what they're fighting for is their freedom, and it's worth the cost.
3) The Proposal: Wallace asks the army what they will do without freedom, and asks them if they will fight.
4) Wishing to Willing: "Would you be willing to trade all the days from this day to that for one chance to come back here and tell our enemies that they can take our lives, but they'l never take our freedom?!"

GTM teams are responsible for elevating our Buyers amongst their stakeholders. We test our Buyers by asking them whether their teams see them as a leader and will follow them. We give them the tools to inspire confidence so they can help sell when we are not present.

Braveheart: They'll never take our FreedomWhat’s happening in this Braveheart movie clip?In the Scottish countryside, William Wallace (Mel Gibson) tries to r...

10/09/2023

Chapter 6: The Temptations

Buyers, like heroes, experience Temptations that distract them from continuing down the Buyer's Way with us. There are four Temptations that all Buyers experience, which we can think of as our GTM team's primary Competitors. For a list of plays to defeat each competitor, check out The Buyer's Way on Amazon in the comments. These Temptations align with the Temptations that Odysseus contends with while he is on his way home during Homer's "The Odyssey". Which of these Temptations most often derails deals for your sales team?

- Lotus Eaters - Buyers are tempted to ignore their problems and Do Nothing about them. Odysseus' men eat the Lotus flower, which gives them a false sense of Comfort.

- Ae**us' Bag - Buyers are tempted to believe they are powerful enough to solve a problem alone. Odysseus' men seek Power by opening Ae**us' bag, which sends them off course.

- Calypso - Buyers are tempted with big promises from, typically, small competitors willing to promise anything for the business. Odysseus agrees to stay with the beautiful Calypso in exchange for Immortality, which no man can, of course, achieve.

- Circe - Buyers are tempted with safe choices from established brands that won't embarrass them internally. Circe preys on Odysseus' pride, as he seeks rectify the humiliation of having his men turned into pigs.

GTM teams must convince Buyers that competitors are temptations or distractions during their pursuit of the right solution. Competitive positioning should include plays to be run to defeat each of these competitive threats. The top thing GTM teams can do to increase win rates is to more often beat each competitor.

10/04/2023

Chapter 5: The Trials

Buyers, like heroes, test solutions that may help solve their problems once implemented. They want to make sure that the solution can be mastered, that it's going to be adopted, that it will create efficiencies, reduce risk and improve performance. They learn this through demos, samples, consultations and trials.

In Hunger Games, Katniss Everdeen and the other tributes go to the training center to prepare for the games in the arena. They are trained on 21 skills focused on three outcomes:

1) Becoming more efficient: Tying fish hooks, knots and building fires to reduce time to eat and conserve energy for the games.
2) Reducing risk: Building shelters, camouflage, and hammock making to survive in the elements.
3) Improving performance: Wielding weapons, running the gauntlet and wrestling to build strength and a physical advantage.

GTM teams need to make sure Buyers can deliver these three outcomes. During trials, we need to measure the current state and test how the solution impacts Buyers' Metrics. We want to gather sponsors amongst those that have used the solution and whose feedback has been heard. Finally, we want to review the solution and its impact on outcomes with the Companions.

How does your GTM prove that your solution can reduce risk, improve performance or drive efficiencies into the business? For insights, check out the book at the link in the comments.

This is a scene from The Hunger Games where the Capitol gives the rundown on how training works in the Tribute Center.

09/25/2023

Chapter 4: The Companions

Buyers, like heroes, need to surround themselves with trusted companions that will help them along The Buyer's Way There are 8 Archetypes that help Buyers along the way, which may be found all in one single Buyer, or across 8 or more companions that surround our Buyer. These 8 Archetypes align with the Companions that surround Frodo Baggins in the classic tale, The Lord of the Rings. Can you match each character in the clip to the archetype they represent?

- The Hero called to The Buyer's Way
- The Mentor that guides the Buyer
- The Ally that is the trusted confidant of the Buyer
- The Authority that leads the Companions
- The Teammates that help clear the way for the Buyer
- The Chief that stays informed and consulted along the way.
- The Counselor that follows the law and understands terms and conditions.
- The Guardian that presents a rough exterior but when won over, is a loyal friend.
- The Blocker that is always skeptical and stands in the way.

GTM teams should map these archetypes in all deals and ensure we are passing each of their 8 Tests. To learn more about the 8 Tests, check out The Buyer's Way at the link in the comments. When deals die, it's often because we have failed to pass at least one of these tests.

ELROND: It must be taken deep into Mordor and cast back into the firey chasm from whence it came. (the Ring continues to whisper) One of you........... must...

09/18/2023

Chapter 3: Wisdom of the Mentor

Buyers, like heroes, require guidance in order to leave their routine and take off on The Buyer's Way. As a GTM team, we want to be the Mentors that help our Buyers as they seek the confidence to accept the Call to Adventure. There are four ways Mentors help.

- Review the Problem: Mentors help Buyers to understand the scope of the problem they have, to ensure a deep understanding of the current state.
- Provide Guidance: Mentors provide logical methods to help Buyers think through problems.
- Motivate: Mentors learn what motivates Buyers and helps them understand the rewards of buying and implementing solutions.
- Give a Gift: Mentors give Buyers gifts to develop the Buyer's confidence.

In The Godfather, Michael Corleone is mentored by Peter Clemenza as he plans for the Ordeal towards the end of Part I. You will see in this clip how Clemenza guides Michael and prepares him for his place on the hero's journey by using these four tactics. Read more by getting a copy of The Buyer's Way at the link in the comments.

For GTM strategy, good Discovery requires a method of quantifying the problem, providing valuable guidance up front, uncovering Buyer motivations and giving well-curated gifts to Buyers when they are early on The Buyer's Way. What does your GTM team do to provide this assistance to your Buyers?

The Godfather I - Clemenza gives a gun to Michael HD

09/12/2023

Chapter 2: The Refusal of the Call

Buyers, like heroes, are hesitant to respond to Calls to Adventure. They raise objections, which are manifestations of the fears that concern them. Buyers have 4 Fears:

1) The Unknown: Buyers fear what they do not know.
2) Lost Time: Buyers fear taking off on the journey will be a waste of their most precious resource, time.
3) Dependence: Buyers fear being dependent on vendors and external influences.
4) Humiliation: Buyers fear rejection and looking bad in front of their colleagues and customers.

Luke Skywalker objects to Leia's plea for help. He expresses each of these four fears to Obi Wan when he makes excuses for not helping.

Try to identify the 4 Fears in what he says. Then listen to how Obi Wan responds to each objection. Then read The Buyer's Way and apply the insights to your Content Plan, Lead Nurture process, Objection Handling training and Appointment Setting frameworks. If you apply these, you should an increase in the conversion rate of Leads and Prospects into Appointments for your sales team.

Luke Skywalker refuses his Call to Adventure when Obi-Wan asks for his help in rescuing Princess Leia.