Push selling is over … it’s a buyer’s game, deal with it
This is the next contribution to this blog by Associate Andrew Penny, an Ottawa-based business development and market strategist for B2B companies, and president of Kingsford Consulting Ltd. We welcome your comments.
By Andrew Penny
Since the first acts of commerce, the seller has always had the upper hand with respect to product knowledge, performance, service, costs, and all the other factors that a buyer wants to know. Today, your buyer has access to all that information before they even meet you. In a few seconds they can find out where your president went to school, what your customers think of you, how you manufacture your product, what your approximate costs are (or should be), how the product works and if any other firms like theirs have bought it. A push (not to say pushy) salesperson doesn’t stand a chance.
