FIRST, FORGET EVERYTHING YOU EVER LEARNED ABOUT SALES AND MARKETING

Buyers have changed. They have been empowered by search and the ease of technology. Yet it’s important not to mistake speed for impulsiveness. Consumers today have unprecedented access to information and can make smart, deliberate and thoughtful decisions in the blink of an eye.

They no longer respond to hackneyed ad campaigns, print ads and over-the-top sales pitches. They don’t answer the phone, respond to email solicitations or clip coupons. They research articles, listen to referrals, read ratings and reviews, compare pricing and expect answers when they want them, where they want them and in every format possible.