Customers have more information than ever - and feel less able to make choices as a result, explains Anthony Roberts, Managing Director, Eclipx Commercial, in the August/September 2018 issue of Australian Manufacturing Technology magazine.
Recent research from Harvard Business Review has shown that the more information buyers are presented with, the more difficult it becomes for them to understand and compare alternatives.
This means the salesperson's role is more important than ever - but as a a source of guidance and expertise. In fact, the previous common approach - a "responsive" framework to customers - may no longer work at all. To find out how you should be helping customers to a decision instead, read the full article on page 92 of the Aug/Sept 18 issue here.