The Jan/San sales cycle, as we knew it just a few years ago, has been changed forever. The main reason: the internet.
In a few mouse clicks, there is a wealth of information available to the janitorial supplies purchaser, such as product information, company reviews, and item pricing, to name a few. Prospects can quickly evaluate any number of providers and products to solve their problems in minutes … sometimes seconds.
Purchasers’ proactive search for information has been identified by Google’s marketing gurus as the “Zero Moment of Truth” or ZMOT.