Buyers still want to make their decisions on their own terms in their own way. They don't want to be courted with features, functions, and benefits that have no perceived value to them. As decision-making becomes more complex, so does the need to minimize the risk of making the wrong choice. As a result, buyers tend to choose the one product or service that they know the most about. They are comparing the most current data about unique value and looking for built-in quality that minimizes the product risk.
Buyers have to justify their choices to themselves first.
It's not enough to know their needs - know how they decide. Develop your unique value proposition so that it connects with the prospect's decision process. Determine the right prospect for your offer. Decision making cuts both ways. Feed your prospects' needs for comparative information by communicating the most current data about your value.