Do Today’s Buyers Even Need Sales? How B2B Buying Processes Have Changed

Bad news salespeople—just like the teenager/parent relationship, the modern B2B buyer doesn’t need you...well, at least until they decide they need you. And when that all-important moment occurs, it’s definitely on their terms—so you best be ready to meet them at their time of need. Unlike stereotypical teens, however, B2B decision-makers are much more rational beings. They plan ahead. They do their homework. They have initiative. They take notes. They look for solutions. They pick up their rooms. Let’s take a closer look at how these buyers conduct business and what the subsequent implications are for B2B companies’ marketing and sales initiatives.
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