Critical Selling. Kane Nick

can do this because there's so much information out there. Your website; your competitors' websites; industry websites; online social media; traditional media; online, personal, and professional references; and so much more: all of these sources provide customers with avenues to conduct their own research in order to determine what products and services are available to meet their needs. As such, customers are doing much of the legwork that sales reps used to do. And, as a result, the customer may well be further along in the process than sales professionals are used to.

      Not only have customers done much of the research but they're also often crafting their own solutions. The research they've conducted and the information they've gleaned from various sources allow them to identify their needs and determine what products and solutions will meet those needs. Today's customers know what they need, they know what they want, and they know how to get it. Furthermore, today's buyers not only know that there are various options available to them but also may even understand how they vary from one another. They have the ability to do the research and at times can determine what the points of differentiation are on price, features, and benefits.

      In addition to all of this, buyers are busier than ever – just like everyone else. We're all doing more with less, working on tight deadlines, solving problems in a 24/7 world from which we can rarely, if ever, disconnect. Like the rest of us, buyers are busy and demanding. They have less time to spend (and less inclination to spend time) with salespeople.