Over the years, shopping in grocery stores has become an ever more isolated experience.
What once involved a friendly chat with a cashier is now all shrill self-service checkouts. Next up, checkout free stores that let you walk out with a full cart and drive away.
However nostalgic you feel about the demise of social interactions like these, the same thing is happening in B2B sales.
The Growing Independence of B2B Buyers
Research by B2B marketing agency Considered Content has revealed two-thirds of buyers in medium and large businesses are now self-serving more information before making any contact with vendors. And more than half (53%) would prefer to buy without any interaction with sales at all.
