If you’ve built your career on getting close to the customer, you’ve probably felt the shift.
Buying was already evolving with the rise of the smartphone, but the pandemic hit fast-forward. One of my favorite futurists, Brian Solis, found that U.S. e-commerce saw ten years of growth in just the first three months of COVID. Think about it: your parents and grandparents weren’t just scrolling Facebook anymore—they were making full-on purchases on their phones. I bought a car two years ago, start to finish, through an app. Didn’t meet a single human until I picked it up.
This is the modern buyer: they do everything on their own and want to talk to you as little as possible. They expect to get the information they need without a single phone call—and if you don’t give it to them, your competitor will. And look, I get it. I’m juggling work, family, kids (who all picked different sports, of course), pets, and appointments…all before lunch. So, when five cold emails and a few spam calls roll in? No thanks. This is just life now. If you don’t believe buyers have changed, just look in the mirror.
So, how do you build trust with buyers who prefer minimal interaction? You anticipate their needs before they even voice them. Or, as Dale Carnegie put it: “The only way I can get you to do anything is by giving you what you want.” That means brief, helpful interactions. Honest answers—even if it’s “I don’t know, but I’ll find out.” Bite-sized demos, not marathons. Proof, not promises. The right content, at the right time.
And if you’re still wearing the T-shirt that says “I close big deals,” it might be time to swap it for one that says “Coach.”
Happy selling,
Todd
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