Use “Layers Of The Onion” To Sell For You More than ever, prospects like to get to know you first before they buy, and they want to do it on their own terms, and in their own time. Spend any time with me talking about lead generation or sales, and the term “layers of the onion” or “onion layers” will come up,a lot. I’ve found that this concept is a great analogy to help teams think through laying out their products and offers. The goal is to make it easier for prospects to “choose their own adventure” in how they get to know a company and its products, step-by-step. The Internet has drastically shifted power from sellers to buyers. The old way of marketing and selling involved pushing information onto prospects and then working to control their steps along a sales process. Buyers had limited access to information, which they had to negotiate out of sellers. Now, buyers can do more research on their own before they ever talk to a human at a company (if they ever do talk to a human!)