Until recently, customers seeking business solutions had to ask suppliers for guidance early in the purchasing process, because crucial information wasn‘t available anywhere else. But today customers are better informed than ever before. By the time they approach suppliers, they generally have a clear idea of the problem they need to solve, the solutions that are available, and the price they‘re willing to pay. In this world, process-driven sales machine approaches fall short, because they give sales reps no room to exercise judgment and creativity in dealing with highly knowledgeable customers. The new environment favors creative and adaptable sellers who challenge customers with disruptive insights into their business and offer unexpected solutions.