Buyer as Subject Matter Expert

The Buyer as Subject Matter Expert refers to the amount of learning the Buyer needs to become a Subject Matter Expert in why a solution is the Clearly Superior Alternative for their specific problem. There is a lot of learning involved to solve big, complex problems. And today's Buyer will insist in being an expert in any solution they support as the Clearly Superior Alternative. The job of providing the Buyer the solution expertise curated for their specific problem is of course the Expert Seller's. And their ability to curate at all is dependent upon the Buyer liking the experience.