Do you know what seller types you have and what it takes for them to succeed? Online information sources and social networks have made basic product information and recommendations so readily available and ubiquitous that the role of the 21st century salesperson is now more so than ever defined in terms of his or her ability to add value to the customer.  Forrester developed and tested a hypothesis that B2B selling is really about the transfer of information between a vendor and a buying organization. In examining a variety of different B2B businesses, Forrester identified two major variables that determine the role of the seller in the value communication process – the number of products and services involved in a purchase; and the degree of the knowledge exchange required to make the transaction. Read about the results of this research and the four different archetypes of salespeople of the 21st century: the expediter, the specialist, the consolidator, and the conductor.