Whether you like it or not, you can’t stop your buyer from learning. They will learn using their peer networks, and/or they will conduct online research. While they won’t buy a complex solution online like it’s Amazon Prime (the eternal excuse people use to not practice Social Selling is “my buyer doesn’t BUY on LinkedIn”), a PORTION of their buying journey will leverage digital insights, referrals and triggers.
As an excuse, you can argue with me that your buyer is not a digitally-savvy buyer today. Perhaps it’s their industry like coal mining, or their geolocation like Mongolia… I get it. BUT, you CAN’T argue with me that they’re becoming MORE digitally savvy. Come on, whether it’s pressure from the next generation (Gen Z), or cultural changes with a mobile-first economy, digital is only intensifying.
