One of the great sales paradoxes that I’ve confronted is that the best time to influence someone is before they realize they need something; and once someone realizes they need something, they’re much more difficult to influence. This condition is amplified in a Zero Moment of Truth (ZMOT) world where once someone knows they want something, everything they could want is just a click (or two or three) away. While the customer is often not capable (or at least qualified) to effectively curate all...
