When you are unclear as to the right path to take, chances are you will not make a decision at all.
True also of the decision makers in business, they need clarity in order to make informed and considered decisions.
Where they get that clarity varies.
Some get it from internal data.
Others seek external validation.
There are those who will seek guidance from peers and those who will make their own decisions.
Understanding how your prospect makes decisions and where they look for information is helpful but not always possible if you are not yet close enough to them.
So where do you start?
Start by being part of the conversations. Share your knowledge publicly to people get to know and trust you. Be generous. Be there when they need you. Respond when they ask and do so without expectation.
Be the source.
Be the guide.
Cast light on the path.
