We all know it: Content rules in today's digital marketplace. Prospects expect to find information about any product or service that strikes their fancy—in a matter of seconds. As a result, the function of the salesperson in this "content-driven environment" has "changed dramatically," John Jatsch writes in an article at American Express's Open Forum. "The skills once required … are no longer applicable."

So, what's an old-style B2B salesperson to do?

According to Jatsch, today's more successful sales teams are "exploring, evolving and adopting an inbound selling mindset" to stay relevant. Here are three adjustments to your selling style to consider based on Jatsch's recommendations:

Offer insight. Although at one time the salesperson's main role was to offer information, today's prospect may actually know as much or more about the product, service or solution being offered as you do, Jatsch cautions. Better to provide "context and meaning" to the information the prospect has gathered, and "become a resource of insight," he advises.

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