The last two years compressed what might have been a decade’s worth of change into twenty-four frantic months. B2B purchasing has been no exception. We at Challenger have watched a complete shift in dynamic away from favoring sellers to now favoring buyers and procurement. This shift in the balance of power rewards agile sales forces and punishes those who are less able to represent the unique value they bring to the table.


Recent Challenger research of buyers and sellers across 2021 found that sales professionals must rethink how they typically approach would-be buyers. Where sales representatives once focused on a few key in-person interactions with a small number of important buyers, they now must work with buyers who not only perform most of their due diligence online but prefer to not interact at all with salespeople.

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