What’s more, customers have already defined their needs, researched solutions, settled requirements, and are starting to benchmark price. So, by the time the customer reaches out, the only thing left for the seller to compete on is price. What’s clear is that the sophisticated and more demanding customers of today expect to be engaged in new ways. But for many sales organizations, it’s not clear how they should respond and how salespeople will find the time to engage in meaningful ways. Salespeople are already under tremendous pressure as well. Their jobs are highly complex, with internal demands consuming 67% of their time, leaving them with little for selling. Salespeople have so many non-selling demands placed on them that they multi-task constantly just to keep up. But every time they switch tasks, they don’t get more done. Instead they end up losing 40% of their productivity. When you add up all the lost productivity, it’s no wonder salespeople only spend 1/3 of their time doing what’s most important – selling.