Where they cannot fix it themselves, they must have the criteria on how to choose and work with an external supplier. And you must be willing to give up your need to sell in order to support buyers in their search for their own answers. We have gone from push to pull, from the Age of Information to the Age of Access. Information on it's own is just a tiny piece of the pie. Sales has been about product sale and market creation.
Salespeople have the responsibility to question and listen to the buyer.
This process gives the buyer his own ability to discover how, what, where, when, and if they need to buy. Without this discovery they will do it themselves via the Internet. Sellers have been trained to use selling patterns. Buyers only use buying patterns. Approach the job of sales through serving.