During my 20-year career in sales, I’ve watched customers get smarter and smarter. As we all know, this is due in large part to the buyers’ ability to research products and solutions online. They visit vendor websites, follow vendors on social media, download content assets, tune into webinars, and attend conferences. In the process, they pick up a vast amount of knowledge about vendors and products.
Most salespeople today understand this. What they fail to understand, however, is that knowledgeable buyers are not necessarily more effective buyers. In other words, better access to more information does not always lead to better purchase decisions.