Today's buyer is smart. So smart that they have often educated themselves to the point where they can teach the sales person a thing or two. I have personally been in this situation on multiple occasions, where a sales person is telling me this, that and the other thing and I can clearly call them out on being inaccurate.
How does this happen? Education Marketing! Also known as content marketing. In our buying process, also known as the buyer's journey, we do research. We ask friends and family. We find online reviews.
WE DO NOT GO STRAIGHT TO THE SALES PERSON AND ASK THEM!
If we do skip the research, we feel like we're on a used car lot. We feel like we don't fully trust the person we're talking to. Overall, we have a bad experience.