As I’ve written before, the Zero Moment of Truth (ZMOT) has fueled dramatic changes in how the buyers and sellers interact. While most of the attention has gone to how buyers have radically changed how they behave during the early parts of their buying journey, a very important ramification is often overlooked. As a result of buyers’ access to self-served information, when the buyer and seller first meet, they start out of alignment and out of sync. In traditional buying processes, the first...
