Turning buyers’ easy access to information from a threat into a competitive advantage
The ability of buyers to access information on potential suppliers is easier than ever, a trend that is directly correlated with a decrease in their desire to engage with sellers, particularly early in a purchasing process. While marketers and sellers also have additional channels to reach prospective customers, buyers are less reliant on them to learn about their offerings. Worse yet, alternative sources of information on products or services can range from positive to neutral to downright hostile-with the information itself often being incomplete or inaccurate. Sellers need to accept this reality and adjust the manner in which they . . .
