More than 83% of your buyer's journey is spent getting internal buy-in from colleagues, bosses, and budgets to decide to make a change, figuring out how or what will be included in the change, and agreeing how to move forward. And your salespeople are not involved.

This finding quantifies exactly what we hear every day in our buyer assessment interviews; they don't believe that suppliers have anything valuable to contribute to the conversation. At least nothing they couldn't get off the suppliers web site on their own, without having to speak to a sales rep.

If your salespeople are getting engaged at the tail end of a buyer's decision process, your reps are unlikely to know anything about how the buyer navigated the earliest stages of the buying decision, a troubling limitation when this is the part of the buyer's decision that sales and marketing need to influence the most.

Our Buying Decision Model codes every step your buyers must go through to discover how, when, and if, to make a change and leads them to quickly and systematically to address their decision issues and get ready to choose a solution.

The more your reps understand this, the easier it will be to engage their prospects early and lead them through their own decision steps.