If you have been selling into the Business-To-Business world for more than ten years, you recognize that customers do not need you the same way they used to. Something has changed.
Account representatives that embraced solution selling techniques became very successful at discovering their customers’ needs and then selling solutions typically comprised of a combination of products and services. Although customers had a good understanding of their problems, they didn’t necessarily know how to solve them. Now, however, people can easily research and provide themselves their own solutions. This is all made much easier because of the amazing and sometimes dizzying amounts of information made available online. Our customers can access of avenues of information now that only fifteen years ago did not exist, including social media, blogs, subject matter experts, societies, and consultancies, making research much easier to perform.