why do customers go dark

Why Customers Go Dark on You

Have you ever wondered why your customers go dark on you? According to Forester. Chief Sales Officers need a strategy to ensure that their sales reps are addressing the unique problems of their customer. It is essential if they want their salespeople to be credible and be a valuable resource through the decision making process.

In sales, when your customers “go dark” it is likely that you have not addressed your customer’s unique problems and their associated value. That said, buyers change their minds and values over time.  If you do not keep up with these changes, then your credibility will begin to diminish.

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