The buyer's journey has changed so drastically over the years that sellers hardly have any control over the sales process until much later. A recent research by Forrester pointed out that up to 70 percent of B2B buyers first come across a product or service through their own research, usually, online. This means, the buyers have probably gathered all the information that's freely available online about your products/services. They have done their research and are hoping your sales team or channel partners can actually tell them something that they are not aware of. Successful organizations are those that manage to add value to even the well-researched buyer, at any stage of the sales cycle. Here are some key ways to make that happen.