Today’s buyers often rely on multiple channels to complete a purchase. But despite sales and marketing efforts to offer a seamless multichannel buying experience, this inadvertently stifles customer learning. Buyers are unfulfilled by both digital and human-led channels — and companies are failing to secure high-margin deals.
Buyers whose purchase decisions were primarily led by sales reps were 63% less likely to complete a high-quality deal, than those who purchased by self-navigating or through a hybrid approach.What prompts buyers to spend more? Self-reflective learning. When buyers experience a self-reflective learning path, they understand their own needs better, recognize potential mistakes, identify alternative approaches and evaluate progress toward their goal. This process builds decision confidence.