STACEY DANHEISER describes three ways to boost the sales experience and uncover customer value.

Long gone are the days when buyers had to wait to gain information about a product or service from their salesperson. In fact, according to Gartner Research, today’s B2B customers spend 45% of their time researching solutions independently – both online and offline – and only 17% of their time meeting with potential vendors. This means your prospective customers are sifting through copious amounts of information – from websites, to peer reviews, to articles – to understand their problem better, get a feel for possible solutions out there and, in some cases, fully decide what they want, before reaching out to a vendor to place their order.