The increasingly online world is changing the way business is conducted. Our customers have more information at their fingertips than ever before. If they choose, they can come to the buying decision well informed about your products and services, your competitors, and product alternatives.

The sales process used to start with an outbound inquiry from your sales team which was to introduce your company, brand, and product/services offering. I like to describe the sales process as four steps: know me, like me, trust me, and then pay me. It was the job of your sales representatives to escort prospects through this process and “close” the deal with the final stage of “pay me”.

Due to the online world and the abundant access to product and services information – customers can now get to know you in a self-service way. Customers are going online to find solutions to their challenges (e.g. I need banners printed for an upcoming conference). They are using search, social media, the press, and any other online outlet that is speaking in their language about their challenges. The customer gets to engage online and see how other customers feel about potential vendors. The customer is no longer a passive recipient of product information from your sales team; they are an active and engaged participant in the buying process (if they choose).