--- title: The Truth About Buyers | The Sales Blog description: Buyers are researching your product, or service, or solution and have already made a list of sales organizations they are going to consider. Buyers are too busy to be bothered with salespeople because they already have as much information as the salesperson. Salespeople aren’t so valuable. Buyers prefer to be warmed up over email and […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/shutterstock_105063272-1.jpg --- ### [Now booking SKO meetings for 2026/27! 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Buyers are too busy to be bothered with salespeople because they already [have as much information](http://thesalesblog.com/blog/2013/02/24/if-there-is-information-parity-its-your-fault/) as the salesperson. Salespeople aren’t so valuable. Buyers prefer to be warmed up over email and social channels before they will accept a telephone call from a salesperson. Buyers don’t know what they don’t know and they need someone to teach them and disrupt their thinking to help them produce better business results. #### Then There Is This Buyers don’t have time to research what they need to buy. They’re too busy to even look up, and they need a salesperson to help them understand their needs. Buyers need a salesperson with business acumen and deep situational knowledge to help them understand the range of choices available to them and the necessary trade-offs involved with those choices. [Salespeople create massive value](http://thesalesblog.com/blog/2014/02/05/how-to-create-greater-value/). Buyers are okay being interrupted when that [interruption creates value](http://thesalesblog.com/blog/2011/05/12/the-difference-between-persistence-and-nuisance%e2%80%94the-sales-blog-mailbag/) for them. They see attempts to warm them up as the real nuisance. Buyers have bought what you sell before, know what they need to produce better results, and need someone to help them get what they need. They don’t need to be taught what they don’t know. The problem with describing “the” buyer is that there isn’t one. There are many. [All generalizations are lies](http://thesalesblog.com/blog/2011/08/01/all-generalizations-are-lies-even-this-one-a-word-on-sales-advice/). You take your prospective clients as you find them.   --- [![](https://www.thesalesblog.com/hubfs/Imported_Blog_Media/IBM-Jun-14-2021-02-26-59-53-AM.jpg) ](http://goo.gl/t3fgW)This post was written as part of the [IBM for Midsize Business](http://goo.gl/t3fgW) program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. --- ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2014](https://www.thesalesblog.com/blog/tag/2014) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on April 24, 2014 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T2:34:55 PM", "datePublished" : "2014-04-24 21:00:22", "description" : "Buyers are researching your product, or service, or solution and have already made a list of sales organizations they are going to consider. Buyers are too busy to be bothered with salespeople because they already have as much information as the salesperson. 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