Selling is hard work, and it’s only getting harder. For more than 20 years I’ve been writing and teaching about the fundamental shifts that have taken place with the flow of information in the buyer-seller paradigm.
Frankly, up until about 1997 sellers had the advantage, and buyers were forced to play by the seller’s rules. As Daniel Pink shares in his latest book To Sell Is Human, this information asymmetry has, at best, become an information balance, and in many ways has swayed to the benefit of the buyer. Sellers today must increasingly play by the buyer’s rules.