FOREWORD
Today’s buyers have changed, fundamentally and forever. They spend countless hours online researching their issues and challenges. They’re highly knowledgeable about the numerous options available and see minimal difference between them.
Sound familiar? It’s because we’re all doing it these days. We bounce from website to website, learning as much as we can about the problems we’re facing. We search for how others are solving them and what resources are available. We find out what others think of the various products, services, and companies we’re considering.
Then we’re finally ready to talk to a salesperson. But our guard is up. We don’t want to be sold.
Neither do our customers. They detest product-pushing peddlers. When listening ...
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