Buying is complicated—we see all sorts of research confirming this. Whether it’s the fact the majority of buying efforts end in no decision made, the high level of of “High Regret Decisions,” increasing uncertainty on decision confidence; more data points to how buyers struggle during and after the buying journey.
One would think this is an ideal scenario for sales people to create great value helping their customers develop navigate their buying journey, enabling them to make a decision where they feel they have chosen well. But the data shows something completely different.
