With buyers more informed than ever, sellers are forced to get technical
Mar 24, 2025
Paramark News Desk
Credit: Outlever
Key Points
Modern buyers are more informed and reach out to sales teams later in their purchasing journey, around 70% through the process.
GTM expert Josh Norris says the era of gatekeeping information is over, and reps must be prepared to answer specific tech questions from buyers who have already done extensive research.
[Buyers] already talked to all their friends. They're just coming to you to ask some really specific technical questions. They want to know, 'Which team do I trust the most to support my team?'
Josh Norris
Founder & CEO
,
Josh Norris Consulting
Today's buyers know what they want; the way to sell to them effectively is to respect their intelligence and build on what they already know. In the modern sales environment, buyer enablement is the crucial element that determines whether a sale is made or not.
We spoke to GTM advisor Josh Norris, Founder and CEO ofJosh Norris Consulting, for insights on how the sales process has changed and how sales teams need to tune in to where buyers really are if they want to be successful.
Buyers do their research: According to Norris, one of the most significant changes in recent years is how much closer to purchasing buyers are when they first engage with a sales team. "Buyers are reaching out to sales at about 70% through the buyer journey, whereas a few years ago, they were reaching out at 50%," Norris explains. Driving this change is a new class of buyers who independently gather information, evaluate their options, and consult with peers before ever making contact with a company.
Tough questions: This new reality means that sales reps can no longer simply provide basic information about products or services. As Norris puts it, "The standard for sales is higher. Sales reps have to be a lot more on top of things." Today’s buyers are well-informed, already having done extensive research on their own. "They've already talked to all their friends,” Norris says. “They're just coming to you to ask some really specific technical questions. They want to know, 'Which team do I trust the most to support my team?'"
The standard for sales is higher. Sales reps have to be a lot more on top of things.
Josh Norris
Founder & CEO
,
Josh Norris Consulting
No more gatekeeping: In light of these changes, Norris emphasizes the importance of buyer enablement. He notes that the days of controlling the flow of information are over. "You can’t keep information from them, you can’t gatekeep anything," he states. Buyers no longer need companies to educate them about the products they sell. "What they need you for is to help them get the most out of your product once they're going through it. It’s all about trusting your team."
The power of competitive intelligence: However, Norris also points out that not all organizations are keeping pace with these changes. "Not every company is doing a great job of helping the buyer make the best decision for themselves," he observes. This is where providing detailed competitive intelligence can make a real difference. By being transparent about how their product stacks up against competitors, companies can help buyers make the best possible choice.
The modern buyer is self-educated, highly informed, and looking for partners who can provide both expertise and transparency. As Norris concludes, "Our teams are doing a lot of work around that, trying to be the company that puts out competitive intelligence on themselves and the rest of the space."
Solutions
© 2025 Paramark, Inc.
With buyers more informed than ever, sellers are forced to get technical
Mar 24, 2025
Paramark News Desk
Credit: Outlever
Key Points
Modern buyers are more informed and reach out to sales teams later in their purchasing journey, around 70% through the process.
GTM expert Josh Norris says the era of gatekeeping information is over, and reps must be prepared to answer specific tech questions from buyers who have already done extensive research.
[Buyers] already talked to all their friends. They're just coming to you to ask some really specific technical questions. They want to know, 'Which team do I trust the most to support my team?'
Josh Norris
Founder & CEO
,
Josh Norris Consulting
Today's buyers know what they want; the way to sell to them effectively is to respect their intelligence and build on what they already know. In the modern sales environment, buyer enablement is the crucial element that determines whether a sale is made or not.
We spoke to GTM advisor Josh Norris, Founder and CEO ofJosh Norris Consulting, for insights on how the sales process has changed and how sales teams need to tune in to where buyers really are if they want to be successful.
Buyers do their research: According to Norris, one of the most significant changes in recent years is how much closer to purchasing buyers are when they first engage with a sales team. "Buyers are reaching out to sales at about 70% through the buyer journey, whereas a few years ago, they were reaching out at 50%," Norris explains. Driving this change is a new class of buyers who independently gather information, evaluate their options, and consult with peers before ever making contact with a company.
Tough questions: This new reality means that sales reps can no longer simply provide basic information about products or services. As Norris puts it, "The standard for sales is higher. Sales reps have to be a lot more on top of things." Today’s buyers are well-informed, already having done extensive research on their own. "They've already talked to all their friends,” Norris says. “They're just coming to you to ask some really specific technical questions. They want to know, 'Which team do I trust the most to support my team?'"
The standard for sales is higher. Sales reps have to be a lot more on top of things.
Josh Norris
Founder & CEO
,
Josh Norris Consulting
No more gatekeeping: In light of these changes, Norris emphasizes the importance of buyer enablement. He notes that the days of controlling the flow of information are over. "You can’t keep information from them, you can’t gatekeep anything," he states. Buyers no longer need companies to educate them about the products they sell. "What they need you for is to help them get the most out of your product once they're going through it. It’s all about trusting your team."
The power of competitive intelligence: However, Norris also points out that not all organizations are keeping pace with these changes. "Not every company is doing a great job of helping the buyer make the best decision for themselves," he observes. This is where providing detailed competitive intelligence can make a real difference. By being transparent about how their product stacks up against competitors, companies can help buyers make the best possible choice.
The modern buyer is self-educated, highly informed, and looking for partners who can provide both expertise and transparency. As Norris concludes, "Our teams are doing a lot of work around that, trying to be the company that puts out competitive intelligence on themselves and the rest of the space."
Solutions