Once upon a time, salespeople used to tell customers what they wanted and why they wanted it. None of us needed the infamous Pet Rock from the 1970s but millions of common stones, poorly dressed up as pet avatars, were sold at by this method.
Times have changed. Sales no longer controls the flow of information in the buying process, the customer does. If customers have a question about a product or service, they can Google their answer and receive it instantly, privately, and from a variety of sources. Customer 1. Sales 0. But the game’s not over.