The Information Age's Impact on the Buying Process

T H E I N F O R M AT I O N A G E ’ S I M P A C T O N T H E

BUYING PROCESS

BRANDON GLICKSTEIN Co-Founder & Integrator at Monster Lead Group

GROWTH IN THE USE OF THE INTERNET HAS BROUGHT WITH IT AN ABUNDANCE OF I N F O R M AT I O N AVA I L A B L E AT T H E C L I C K OF A BUTTON. HOWEVER, TOO MUCH OF S O M E T H I N G , E V E N I N F O R M AT I O N , I S N OT N E C E S S A R I LY T H E B E S T T H I N G .

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THE NEW BUYING PROCESS

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his wealth of information has resulted in a reduction of something else. As social scientist Herbert Simon puts it, this ‘something else’ is the attention of the recipients. With so much information available, individuals can find it overwhelming to sift through everything. To tune out the ‘noise’, many are now getting better at ignoring what they don’t like and focusing strictly on what they want.

This shift in handling information is felt in the buying process, with buyers now able to research on their own and ignore marketing messages they don’t want to hear.

In the previous era of information scarcity, companies seeking to generate leads typically came up with lists of potential customers and passed them on to the sales department.

The sales teams expected that these buyers would be largely uninformed about the product or service, which is in stark contrast to the modern buyer who has performed their research and knows a great deal even before talking to a salesperson.

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G L I C K S T E I N

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