Author: Jennifer Matt
Publisher: What They Think
Date Published: March 2, 2015
The sell-side (those doing the selling) used to have all the advantages. What do I mean by this? The sales person came into an interaction with an unfair advantage in the form of expertise on their product and their market. The buyer had to rely on the sell-side to educate them.
The internet has moved the advantage to the buy-side. Your customers can and do research about you (personally), your company, your products and services, and the market/industry you operate in. The buyer often comes into sales situations more informed than the average sales representative; hence we now see sales teams that include technical and marketing resources. I know the last time I bought a car, I checked with my good friend Heath Cajandig before doing anything, hence I walked into the transaction knowing more about the car than the dealer.
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