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May 21, 2021 B2B sales organisations must deliver a seller-assisted digital buying experience to customers in order to succeed in today’s digital-first environment, according to Gartner. This is because, while 43% of B2B customers prefer to not interact with a sales rep at all, purchase regret for those customers preferring a rep-free experience is 23% higher than for customers who interact with a sales representative. “The single biggest driver of purchase likelihood in a B2B sale is the degree to which customers feel confident about their own decisions,” says Brent Adamson, distinguished vice-president analyst in the Gartner Sales practice. “However, B2B customers in an all-digital world are unwittingly pursuing buying behavior deeply contrary to confidence creation. In other words, digital-only buying actually harms customer confidence.”

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