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Buying decisions are increasingly complex in today’s B2B solutions purchases. More stakeholders are becoming involved in the process, and a growing surplus of information could be overwhelming to buyers. It’s important to arm B2B customers with information and options to make the best decisions, but how much is too much?
Most sales professionals believe that the more information a consumer has, the simpler their decision-making process will be. However, having a lot of data and many possibilities can muddle the buying process.
The process can be further complicated by the number of decision-makers. There are often several people involved in a B2B purchase — a company’s purchasing manager may want to…READ MORE