Customers research extensively across multiple platforms before contacting a business. By the time they reach out, they've already decided which solution they want. Companies that don't build trust and visibility beforehand lose the sale before the conversation even starts.
Today's consumer is making this multiple-step, multiple-platform, multiple-modality research. And what we're finding is they've already made their decision by the time they ever pick up the phone or fill out the form to contact you. By the time you hear from them, they've already pretty much made up their mind. All they're doing is really confirming that decision by the time they make contact. So we've got to do a whole lot of groundwork before they ever get to you, whereas in the past, at the point of contact, they were still trying to decide. It's not that way anymore. The decision's already made by the time they get to you. And if you're not in that game, you've already lost.
