Having more information doesn’t always make it easier to decide. Consider what’s happened with travel: With the explosion of internet travel sites in the 2000s, consumers took charge of their own travel, and travel agencies hemorrhaged business. Fast forward to today. According to the travel and leisure marketing firm MMGY, the use of travel agents increased by 50% from 2014 to 2015. Why? Because consumers, overwhelmed by information and inundated with choices, are again turning to travel agents to take the work out of travel planning.
B2B Salespeople Need to Act More Like Travel Agents
Guide customers through the process.
March 07, 2017
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.