We’ve heard it time and time again: according to the Corporate Executive Board (CEB) almost 60% of the buyer journey is complete before prospects reach out to vendors.
And according to Harvard Business Review, “Solution Selling is Dead” because talking about our products and our solutions is no longer good enough. It may even hurt us in the buying process.
Why? Because our buyers are too smart. They see right through these self-serving tactics. They are looking for brands that put buyers first.
They are looking for brands that know how to connect on a human and emotional scale. In fact, the Corporate Executive Board’s latest report shows that “emotion beats promotion” by a factor of 2 to 1.