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Consumers didn’t suddenly decide one day that they wanted to be better informed before making a buying or hiring decision. The Internet simply made it easier to gather information about businesses before making up your mind about them.
This didn’t eliminate referral business- but it did change the way it occurred. These days, a referral is part of longer process that includes learning things about businesses before you need them and looking them up after someone has recommended that you give them a try.
Consumers are much more informed and selective as a result, but the same key consumer triggers are still in play: trust, reliability, professionalism, expertise- these are the traits that the majority of consumers say influence their buying and hiring decisions today.