The past two decades have seen an explosive change in the modern buyer’s journey. Before most people started using the Internet, customers interacted with brands largely on the company’s terms. Consumers had to wait for businesses to reach out to them with information about the latest products.

There were clear touchpoints that marketers and salespeople could identify to keep the customer engaged and moving forward.

For the modern buyer, this has all changed. Now 67 percent of the journey takes place online, where the customer is in control.

All business people face increasing demands for time. Naturally, that means the people you are selling to don’t always want to be on the phone with you. However, if you can guarantee an enjoyable interaction each and every time you speak with your prospects, they will want to spend more and more time with you.