Buyer behaviour has evolved with the introduction of the internet and smart devices. Buyers can now access an abundance of information instantly, they can view detailed specifications, pricing and reviews about goods and services around the clock. Meanwhile social media encourages browsers to share and compare.
As a result, buyers can delay engaging with companies until they know as much, or even more, than their sales reps.
In fact, today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they approach a vendor, and in many cases, buyers postpone talking with salespeople until they are ready for quotes.