Prospective buyers are generally reluctant to speak to sellers, which is one of the most considerable roadblocks salespeople face. And there are many factors that contribute to this reluctance beyond simple disinterest. For one thing, the sales landscape has dramatically and rapidly shifted in recent years. Since the late twenty-tens and accelerating through COVID-19, the sales process has become much more complex.

Today’s B2B customers are very clear about what they want from suppliers: more channels, more convenience, and a more personalized experience. They want the right mix of in-person interactions, remote contact via phone or video, and e-commerce self-service across the purchasing journey. Adjusting to this new dynamic requires B2B organizations to shift from “traditional” and “inside” sales to “hybrid” in order to move with the customer.