Meeting customer expectations is one of the biggest challenges facing sales teams. Look at this chart from Salesforce's State of Sales report:
Empowered with information and technology, your buyers are far more informed than they once were. They are looking for trusted advisors who can help them achieve their goals – not sales reps who want to make a quick sale.
To understand how companies are dealing with customers' autonomy and expectations, Kim Babcock has been interviewing some of the top modern marketers and sales professionals. Here are a few of their tips: