Customers have access to more (and higher quality) information

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Professional buyers have access not only to more information, but also to more reliable and high-quality data . This is not a completely new situation, but it still presents a challenge, as it delays direct interaction with suppliers .


You can't sell the same way now as you did 20 years ago. In fact, you can't follow a formula from two or three years ago, because the behaviors, expectations, and relationships between australia email list customers and salespeople have changed . And they do so every day. In five minutes on Google, you can find out enough about a company that comes to sell. In another 50, you can find out about its customers, products and markets. And by asking your LinkedIn network for references, you can find out if the people selling are reliable and deliver what they promise.

While this may seem to empower customers, it actually overwhelms and burdens them. Professional buyers analyze and evaluate a pile of information that looks high-quality, prioritize relevant sources, and make sense of data from different sources. This leads customers to spend a lot of time in their buying cycle sorting through and discarding information , according to a Gartner study.

To further complicate matters, professional B2B sellers are constantly competing to deliver consistent information across multiple channels. That’s why it’s important to offer valuable information across all channels and with consistent metrics . The buying process is difficult, but information consistency matters: those who provide consistent information are more likely to be chosen by buyers.