People love buying but hate to be sold to. They are suspicious of anything that seems like a sales pitch.

What they are looking for are credible sources that help them make informed decisions. They want to learn and even be entertained and unfortunately, most sales pitches are neither educational nor entertaining. So rather than telling prospects how great your product or service is and offering them brochures and data sheets, you can help buyers get educated by enlisting the help of more credible third party sources, such as industry experts and analysts.