Today, many B2B businesses have come to believe that there is an asymmetric relationship between the company and its buyers. The perception is that buyers are “in control” and armed with more and higher-quality information than ever before.
Yes, there is an asymmetry of information, but because buyers don’t know how much they need or what information they can trust, they must consume exponentially more to learn enough to feel comfortable talking with a supplier. This is a process that almost certainly doesn’t leave the buyer empowered or better enabled to make the best purchase.
So what’s the answer. This white paper talks through the new “consultative experience” which can create a new buying experience