There are two processes at work in every sale: the selling process and the buying process. The buying process that prospects take today is completely different the one they followed in the past. Buyers today are firmly in control of the engagement. They have more access to more information than at any time in the history of sales. They are using this information to do a lot of the work in the early stages of the buying process without the help of a salesperson. They do a lot of online research about your website, they’re downloading content and they’re engaging with your social channels without the salesperson’s knowledge to create a short-list of vendors, and they rely on the power of social media and peer-to-peer communication to make decisions even before they engage with a salesperson.