Introduction

Digital transformation and generational attitudes toward salespeople have unleashed a tectonic change in the way B2B sales ought to be conducted. We are in a transitory period where buyers have brought major changes, but sellers have not yet adapted.

Indeed, not only can buyers choose from a larger number of vendors offering similar solutions, they also have access to a plethora of information online and to online peer groups that are not shy about making strong vendor recommendations. When they come in front of the vendor, buyers usually have done their research and are well advanced in their purchase process. In the meantime, some sellers are still trying to cold call buyers, who do not like to speak on the phone anymore. Some sellers are still trying to control the information buyers should have access to. And other sellers are still trying to conduct their sale process in a linear expectable way. This won’t work anymore.

But let’s first look at the nature of these changes.

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