By Troy Harrison – Sales Navigator
There’s a religion spreading through the B2B sales world, and like most religions, it’s built on faith rather than evidence. I’m hearing this preached more and more: “Buyers don’t want to talk to salespeople. Get out of their way. Let them self-serve. Be there when they’re ready.”
And, at first glance, you might think that the data supports it. According to Sopro’s 2025 research, 75% of B2B buyers say they prefer a “rep-free” sales experience Sopro. Well, that’s all she wrote, right?