Today’s buyer takes a much more active role in the buying process. These customers – who would much rather do their own research than be interrupted by a salesperson – are turning to company websites and other sources for product and application information before they buy. Some buyers want very little to do with a sales rep in the traditional sense. Companies willing to adapt to these changes have begun to shift resources away from outside sales to inside sales and/or other specialized roles. But this only solves part of the problem.