3 ways sellers can make sense — not noise — for buyers

Sellers have a greater opportunity than ever to become a trusted advisor to their buyers.
In a recent Gartner Inc. research report, “Redefining the High-Performing Seller for the Information Era,” 89% of the more than 1,000 B2B buyers surveyed indicated that they found information encountered during a buying cycle high-quality — but the abundance of quality information ultimately hindered their decisions and trust of the information, leading to a smaller action that would have less disruption than originally planned.
Gartner is referring to its new selling insight as a “Sense Making” revolution, something I discussed in this previous article.
But how can sellers put this information into practice? What exactly is sense-making — and what do buyers need made sense of most?
Sellers Should Identify and Make Buyers’ Pains Clear
The No. 1 thing buyers need clarity on are their pains. Where are the areas in their business that are keeping them from growth and success?