How can marketers make their salespeople more successful?
In Daniel Pink’s new book, To Sell is Human, Pink talks about information asymmetry in the sales process. He points out that the reason people have historically distrusted salespeople is because salespeople had all the information and the buyer had none. That explains the popularity of the term caveat emptor (let the buyer beware).
Pink contends that we are now in the age of information symmetry.
In this age, the buyer and seller both have a balance of information. However, I contend that we are in a state of...