Today buyers have more access than ever to invaluable information that can guide their needs, decisions and actions. Tomorrow they will have even more. So on and so forth.
High-quality content and thought leadership is becoming a norm in industries that have a presence on the internet. And while all that information, insight and education is “free” for the tuned-in, savvy buyer, it can also overwhelm to the point of indecision, avoidance and confusion.
In fact, 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.
When a Seller Becomes a Trusted Advisor
If buyers are not finding high-quality