Chief Sales Officers Must Adapt as B2B Buyers Choose Digital Self-Service Over Sellers.
A survey of 632 B2B buyers conducted in August through September 2024 found most buyers prefer to carry out independent research through digital channels. Although many organizations have increased investment in outreach to reach hard-to-access buyers, 73% of B2B buyers actively avoid suppliers who send irrelevant outreach.
“Many B2B buyers feel overwhelmed and frustrated by the outreach they receive from sellers and the seller’s organization. Bad prospecting actively damages relationships with potential customers,” said Robert Blaisdell, VP Analyst in the Gartner Sales Practice. “CSOs must rethink their outreach strategy to improve engagement and deliver the experience customers demand.”
Buyers Prefer Self-Service, But Sellers Are Preferred For Key Tasks
- Complete an average of 3.0 activities both online and with supplier reps.
- Complete an average of 2.3 activities with supplier reps.
- Complete an average of 1.8 activities via digital self-service tools.
“Instead of offering generic information that buyers can find elsewhere, sellers should offer unique guidance, acting as a sounding board for buyers,” said Alice Walmesley, Director Analyst in the Gartner Sales Practice. “CSOs must encourage their sellers to create value by understanding what is most important for buyers at every stage of the buying process.”
