The paper says a similar sequence has happened with B2B buying. “Just as with travel, a wealth of easily available information has made it possible for buyers to do much of the work themselves,” it states.
But the research group adds that just because customers can research their purchase, it doesn’t necessarily mean the process is going smoothly.
The HBR says these days “customers are taking longer than ever to make purchases, and abandoning them more often. At the same time, second guessing and post-purchase regret are on the rise, while loyalty is falling”.
“As purchasing becomes ever more complex, it’s becoming harder and harder — and buyers are now looking for sellers who can make the process easy once again.”
The HBR research urges salespeople to become their customer’s “travel agent,” to ease customers’ burdens by guiding them through difficult decisions and choices, and improving win rates for high-end solution sales by as much as 60%.
