We’re all familiar with the adage “knowledge is power,” but is it possible to know too much? According to sales research conducted by CEB, modern consumers are overwhelmed with so much product information that it actually inhibits the buying process.
Additionally, modern sales orgs commonly promote a model where buyers lead out during discussion and sales reps respond by listening. But when consumers are swallowed up in mountains of pamphlets, websites, reviews, and opinions from coworkers, data supports the use of a more direct, prescriptive approach and a little less listening.
To walk you through the research and a little expert advice, we’ve put CEB’s findings into a flowchart. Check it out!