How do you succeed when your customers, competitors and even employees know as much as you do or more?
‘THEY’ ARE CUSTOMERS and potential customers, but also suppliers, bankers, service providers, and business partners. The balance of power used to come from knowledge you owned and they needed. The huge amount of information now readily available has changed that balance of power. This change has been most significant in sales, so this article will focus on sales, although the principles apply to other business relationships. In former times, the salesperson was the custodian of knowledge. Their role was to show your offering in the most favourable light and to push for a sale. Many salespeople still use this approach and can seriously irritate prospective customers.
Information is freely available
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