Your target audience doesn’t need your help in the sales process anymore. They don’t want to talk to you. They want to talk to their friends and colleagues about you. They don’t want to be sold. They’ve already done the research.
So what’s left to do? To figure that out, we need to consider what has really changed in the buying process. Consider this:
The Evolution of the Sale
It used to be if a business owner needed to get equipment financing, he’d conduct some preliminary research, then raise his hand for assistance about 1/3 of the way into the process. He’d call a vendor, such as his financial institution, for more information, and that bank would gain the competitive edge by shaping his criteria for how he selected his financing product.
By working with the business owner so early in the sales funnel,