Today's buyers are better informed than earlier generations. They can quickly learn about the features and benefits of vendor technologies and services, read use cases and approach vendor's clients through LinkedIn for validation.
What does this mean for salespeople? Certainly, it’s no longer enough to head into a sales meeting armed with product fact sheets or details of new methodologies. Today’s buyers are probably already familiar with those.
Buyers want to establish business relationships with trusted partners who understand the changing business and technology environments which affect their business. They expect new relationships to start with value-led insights and empathy.
To achieve this, sales and marketing teams need to understand their buyers' organisational circumstances as well as the political, economic, socio-cultural and technological (PEST) factors influencing their sectors.
Historically, acquiring this level of insight into accounts has meant purchasing industry reports and hosting dinners and other events. More recently podcasts, blogs and eBooks have contributed to learning and intelligence.