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Very insightful article. For me, the ability to leverage technology for research is a huge thing that both buyers and sellers are coming to terms with, but an area in which most sales are somewhat further behind. As a buyer, I expect access to 90% of the information that I need online, allowing me to qualify the product or service before I speak to anyone. I can then have an intelligent discussion with a sales person about my needs. As a sales person, I should have a fairly good idea of what the buyer is going to ask for before I speak with them. The other key thing that this article raises is that the small amount of time that buyers and sellers spend together should be useful time. These interactions are still far too dull, poorly structured and unhelpful. Using technology such as iPads to stimulate the meeting with visual content, and having a more natural conversation focus, carefully structured by the sales person in reaction to the buyers responses, will both help to make these sessions more valuable for both parties.
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Feb 19, 2012