Buyers aren't as smart as we think.
I talk a LOT about the modern buyer’s quest for knowledge and how she is becoming methodically empowered, being digitally driven, and socially connected.
But some days I wonder: is this all a bunch of hoo-ha? What if buyers aren’t as smart and sophisticated as I suggest? What if a buyer is surrounded by tons of information that she basically ignores for months, until her boss or CEO forces her to act?