Most B2B buyers today complete the majority of their buying journey on their own.
Before the first meeting.
Before the first call.
This is not a threat.
It’s a fact.
The problem arises when the sales role is still built around
information,
features,
presentations.
That can be googled.
That can be asked of AI.
So the critical question for sales organizations becomes:
👉 What value can sales add when buyers can already figure out everything essential on their own?
The answer lies where information ends.
For example:
➡️ Experience
What actually happened with similar customers in similar situations.
➡️ Insights the buyer doesn’t have
Something that was missed.
A risk.
A flawed assumption.
An opportunity not yet visible.
➡️ From idea to action
What other organizations actually did
when strategy turned into behavior.
The point is simple:
When the buyer already knows what,
someone is needed to contribute why, how,
and what happens if.
Not more information.
More meaning.
The real question is not:
How do we sell the offer better?
But rather:
👉 What value can sales create that can’t be copied, automated, or googled?
Here you can read about how a Sales Playbook can make sales teams take a giant leap forward.
