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The availability of information about products and services, from choosing a restaurant for lunch to implementing enterprise-wide analytics software, empowers modern consumers and businesses to become more educated and proactive than ever before. Such detailed data means the competition is more robust than in the past because these consumers can easily compare products and prices. Also, the expectations of the products and services’ derived value has increased. To be effective in getting through the noise to end customers, salespeople need to stand out as trusted advisors and leaders who add value and solve complex customer challenges.
