The internet and the ease of access to vast amounts of publicly available information has changed the way that buyers now make their buying decisions - most are already 60% to 70% through their purchasing process by the time they reach out to you! So, if your sales process is still being driven heavily by traditional advertising and marketing, then you're probably not aligned with today's new buyers and the way that they think and buy.

So, what can you do? Here are some suggestions ...

Focus on your sales people
Key to your and their success is understanding who this new buyer is, how they buy and most importantly, how much information do they already have? This may involve training, new and relevant content, and probably lots of coaching.

Revisit your advertising and marketing strategy
Clients no longer want to be bombarded with advertising messages that are not relevant to them, and they certainly don't want to have your sales people pushing your messaging in front of them when they really need information to make a purchasing decision. Instead think of stopping or limiting your advertising approach, and consider stopping to sell (at least for now) ... rather focus on being an educator.

Educate your clients
Buyers want you to help them make their purchasing decision, not by being pushy and aggressive, but by being helpful. So focus on being an educator, be that thought leader who gives buyers the 30% to 40% of information they are missing and what they need to commit to a purchase decision.

Buyer behaviour has changed dramatically the past few years. Has this impacted your business? Have your sales people been affected by this change in the market?