Many sellers of commercial products and services have missed a major shift in the buying process. There is enough anecdotal and survey research available that tell us that buyers are now more in control of the buying process than ever before.

Unfortunately many current “go to market” plans, marketing and direct sales training programs have not adjusted.

This is the era of customer initiated research and networking on almost all products and services. It was only a few years ago, where customers met with salespeople to gain vital product information to investigate solutions to problems and business opportunities.

What’s Changed

Simply, buyers go to web to research projects and network with colleagues and associates before they engage a salesperson. Some estimate that more than 50% of the buying process is completed before the salesperson is engaged.