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Harmonic Selling: How the Role of B2B Sellers Needs to Evolve to Meet Customer Demand

Geoff Webb,

It’s a noisy world. Your customers and prospects are constantly bombarded with messages and content, day after day. Surprisingly, much of it is actually very good. According to research conducted by Gartner, almost 90% of B2B buyers indicated that the information they get during the purchasing process is high quality.

The problem is that while B2B buyers are drowning in information, it’s difficult for them to make sense of the often contradictory content. As a result, confusion and doubt set in. Buyers become concerned they can’t make the right choice, and they default to doing nothing, postponing the decision to some point in the future.

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