In Daniel Pink’s book “To Sell is Human,” he outlines how at one point in time, sellers had power over customers because they had almost exclusive access to information.

The term “buyer beware” would apply here.

Fast forward to today, where customers have access to more information than ever before. They can do extensive homework before making a purchase, either in store or online.

That means, sellers have had to change their approach.

In other words, “seller beware.”

But, there is a bit of a catch.

The information available can be overwhelming. Is all the information accurate? Are 1-star product reviews just someone’s petty ranting and raving? Is that TikTok trend for real? And so on.

Customers don’t have just basic questions about features and benefits. They have more detailed inquiries based on all of their homework.

For example, I could be looking for new running shoes. Right now, the hottest shoes are coming from HOKA and ON. But are they ideal for me? How do I know? I’ve heard they aren’t good for runners with flat feet, is that true?

Going into a shoe store and talking to an expert is helpful to make sure you are making an informed decision. In fact, this is exactly what Raj did over the weekend and was guided towards a pair of New Balance shoes.

As such, sellers and the process of selling are still very important in the customer journey. And for retailers, this is why investing in telling a story and having a brand point of view is important to support the sellers.

Organizing the store so there is an easy flow of the product when walking the shop floor and giving styling ideas so the customer doesn’t have to think about how to put things together.

The same holds online with “may we suggest” items, compelling copy and virtual styling appointments.

But, as I write this, perhaps the role of selling is not about “selling” at all. Rather, it is about curation.

And I mean that in the most old school way possible.

The origin of the word “curate” comes from the Latin word “curatus” which means “to take care of.”

If customers are more informed than ever, then sellers need to help by making sense of it all by curating the most relevant information. Then, they can help guide customers to the best possible purchase decision.

This applies to buying/selling cars, apparel, hard goods, luxury items and so on and so on.

Because to curate is to take care of the customer.

And, to sell is indeed human.