Insight Selling - What Is Insight, and Why Do It?
Everyone is talking about how salespeople must now learn how to deliver insights to their customers, because the internet has changed how people buy. So by the time a customer now engages a salesperson, they're already 60% of the way through their buying cycle, because they've done most of their research online. So they don't need more information from a salesperson. What they need is insight into what the information means. But what is insight, why is it important, and how do you deliver it? Why is insight important? Without a salesperson's insights, customers are forced to over simplify their purchase, because they're constrained by both time and expertise. So customers will, for instance, strip out the unique value for each supplier, because it's just too overwhelming to compare anything other than apples to apples. And now that all products look the same, the only differentiator is price. Unfortunately, this self-service model produces a watered dow...
