B2B buyers show a strong preference for self-service options, with 61% preferring to avoid interacting with sales representatives. However, engagement occurs during critical tasks such as identifying necessary solutions and assessing risks. At these junctures, sales professionals play a crucial role by providing clarity and confidence to buyers facing complex decisions. Data from Gartner reveals that buyers typically engage in 2.3 key interactions with suppliers and that sellers who utilize strategic insights tailored for the buying group significantly increase their chances of securing favorable deals.
Despite a growing preference among B2B buyers for self-service, 61% say they would rather avoid sales reps altogether, highlighting their desire for autonomy in the buying process.
When buyers engage with sellers, it’s during moments tied to high-stakes tasks like identifying the right solution and navigating risks, where sellers provide valuable insights and confidence.
Sellers who seize engagement opportunities with tailored insights for the entire buying group are three times more likely to secure high-quality deals compared to focusing solely on one-on-one.
Gartner's report indicates buyers complete an average of 2.3 key activities with supplier representatives, emphasizing the importance of strategic sales engagement in B2B transactions.
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