Employees as Knowledge Brokers: Understanding How Expertise Is Your Ally

Abstract

The most evolutionary shift in what it means to be a sales professional in the twenty-first century is a fundamental transition from the conventional role of a salesperson to the role of a knowledge broker. When customers are showrooming, they offer sales professionals a clear signal that they are interested in gathering product knowledge and in considering potentially available alternative options to what is being offered in the store. This signal creates an opportunity for an impactful, transformative sales interaction between a well-prepared sales representative and a potential customer.