Modern buyer behaviour: Adapting to B2B decision-making trends-Modern buyer behaviour

Modern buyer behaviour - Adapting to B2B decision-making trends

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Video Summary

Matt McColl argues that modern sales must adapt to how buyers actually buy. He says 75% of B2B buyers prefer a rep-free experience, yet many sales teams lack formal training and still rely on outdated methods. With buyers now far along in their journey before contacting sales, reps must show up with research, insights, and real value—like consultants, not product pushers.<br /><br />He explains that the best B2B sales experience helps buyers navigate options, avoid risks, and understand new issues. The key is aligning the sales process to the buyer journey, using the right channel for each audience, and understanding whether customers are low-tech or digitally engaged.<br /><br />In Q&A, he advises salespeople to prepare deeply, ask curious questions, and bring strategic insight. He says the biggest obstacle in deals is usually the status quo, so sellers must build customer confidence and demonstrate why change is worth it. Sales, he concludes, drives economic growth when done well.

Keywords

B2B sales

buyer journey

rep-free experience

sales training

consultative selling

customer confidence