The relationship between buyers and sellers grows more complex daily. Buyers have more information available to them than ever before and they use it to their advantage. TOPO research finds that most buyers are already 57 percent through the buying process before even talking to a supplier. Yet when the time is right, buyers do still want personal attention from sellers. They are typically motivated to engage with sales reps only when it adds value to them. As a result, the sellers’ job is complicated as they must provide useful interactions and seamless transactions. So how can they accomplish this?…