OasisLMS

Duration 28 minutes: As a result of joining this event, you will know how technology has reshaped the buyer's journey and what buyers expect from sales professionals, which will enable you to adapt your approach to build trust, demonstrate expertise, and thrive as a consultative partner

Sales professionals, sales leaders, business development executives, and anyone involved in guiding buyers through complex decision-making processes.

UK and International

Modern buyer behaviour: Adapting to B2B decision-making trends Over the past few decades, the buyer's journey has been transformed by technology. Where once information was controlled largely by sales teams, today's buyers have unprecedented access to insights, peer reviews, product comparisons, and expert perspectives, often before they ever engage with a sales professional. This shift has fundamentally changed the role of the sales professional. No longer is success defined by simply presenting product features or pricing; buyers expect a consultative approach that helps them make sense of complex options, identify risks, and align solutions to their unique strategic goals. As technology continues to evolve, so too does the buyer's journey. What hasn't changed, however, is the importance of human connection, only now it must be grounded in deeper expertise, empathy, and the ability to guide buyers through a more comprehensive and challenging decision-making process.

How technology has reshaped the buyer's journey and decision-making process. Why today's sales professionals must act as trusted advisors rather than transactional sellers. How to adapt sales approaches to bring expertise, empathy, and strategic alignment to buyer conversations.

CPD Points: Two (when attending live) or one (watching the recording)

Matthew Nicolle FF.ISP, CEO at Sales Training Experts & ISP Canada Matthew Nicolle is a sales leader, consultant, and CEO of Sales Training Experts, one of Canada's top sales consulting firms. He has a proven record of driving revenue, closing complex deals, and building high-performance teams, earning multiple Presidents' Club awards with both global leaders and startups. He also serves as Canadian President of the Institute of Sales Professionals (ISP) and Adjunct Professor at UNBSJ's MBA program, where he teaches Canada's first graduate stream in business development and professional sales. He holds an MBA from the University of New Brunswick, is a Founding Fellow of the ISP (FF.ISP), and holds CSL and CSP designations with distinction from the Canadian Professional Sales Association.