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There’s a coaching exercise that takes about five minutes and consistently changes how salespeople think about their work. It starts with one question: What was the last thing you had to buy? Something that required thought and something that was not off the shelf. Maybe a car, an appliance, a home service, a phone plan. […]

The average buyer today isn’t struggling to find information. They’re struggling to make sense of it. Every option looks reasonable, reviews contradict, and the more they research, the more uncertain they feel.

Consumers are more informed than ever. They are more time-constrained than ever. And they are choosing which retailers get a shot at their business before they ever leave the house. If they’re in your store, you have a real opportunity. The question is whether your sales team is equipped to recognize that and execute.