The information economy has created a parity where there used to be an asymmetry between buyers and sellers. Buyers have more information and more choices than ever before.
In today's lesson, we look at how information parity has changed the relationship between buyers and sellers in two profound ways. For one thing, the job of a salesperson has changed. Research shows us that the traditional extrovert that we used to think of as the penultimate salesperson is someone who actually talks too much and listens too little. Effective salespeople, it turns out, are people who are very good at finding latent and hidden problems to solve, a quality that is very pronounced in artists.
The other way that information parity has changed the relationship between buyers and sellers is that we have all become salespeople, in our personal and professional lives. This skill of selling, argues Daniel Pink, author of To Sell Is Human: The Surprising Truth About Moving Others, is no longer seen as sleazy. In fact, it is a skill that is essential for success in the 21st century.