Since writing the last sentence of The New Experts back in February, I have been speaking to business leaders around the world about this new generation of internet-empowered, brand-agnostic customers. My mission is to demonstrate the enormous impact their radically changed purchase behavior is having on the financial performance of businesses – every kind, every size.

The feedback from business executives who attend my speeches and workshops has been exceptionally positive and I’ll be back at it this fall, following the official September publication date of The New Experts.

So, this summer when we’re all taking some time to kick back, clear our heads of the day-to-day challenges, and explore big new ideas, is the perfect time to launch ‘Get Out Of The Seller’, my new blog that picks up where The New Experts leaves off.

Its goal is to help business leaders discard their seller mindset and get into the minds of their customers. ‘Get Out of The Seller’ will offer fresh insights and real-world examples of progressive companies that are already confronting this profound transformation in customer behavior.

I will reveal how these firms are meeting their customers where they live emotionally. Actually, I define this emotional customer space as the four different phases in their purchasing progression. I call them the 4 Decisive Customer Moments and each Decisive Moment offers marketers time-sensitive opportunities to generate enduring Customer Preference.

In the absence of customer loyalty, Customer Preference is now the fundamental differentiator. Creating preference means understanding how customers think and act when they’re in the process of buying something – anything. The key to generating profitable growth is to align your entire organization to create Customer Preference at every Decisive Moment.

Here’s a dose of good news. Creating Customer Preference does not require a wholesale rethink of your business nor does it require investment in infrastructure or advertising. You can create Customer Preference for any size or type company with ideas both big and small. As I’ll share with you in a future blog.

For every business, a key to creating customer preference is understanding the tools customers have at their disposal. As you’re no doubt aware, customers are armed with powerful mobile apps like Occipital’s RedLaser, which enables them to scan barcodes and do real-time comparison-shopping. Whether you’re in retailing, manufacturing or the service industry, your customers are armed with smarter technological tools every single day – high-tech weapons that enable them to compare every aspect of your offering with your competitors’ and bargain for a better deal. One thing is clear – companies that do not adapt will be left behind, because their customers simply won’t stand for a seller that is unwilling or unable to meet them on this profoundly changed playing field.

My goal here is to inform you about these newly-armed customers and to help you take immediate action.

So, understand the New Experts, embrace them… and sell them. But do not fear them. They are not just your customer, They are also your spouse, your son, and your mother. Most likely, they are you as well.