Whats happening at Amolino.

The blog post summarizes a Harvard Business Review article that challenges traditional B2B sales and marketing practices. It highlights a notable trend where 43% of B2B buyers prefer to complete their purchasing journey without interacting with sales representatives. Modern buyers increasingly rely on self-guided research, with many completing up to 80-90% of the buying process independently. This shift has altered power dynamics, giving professional buyers and procurement departments more influence, and reducing the traditional role of sales interactions. However, the post argues that B2B sales is not becoming obsolete but is instead evolving. Sales professionals are urged to transition from conventional hard-sell tactics to providing value-added insights and personalized support. Despite fewer engagement opportunities, they remain essential in navigating complex products and services, interpreting dense marketing content, and supporting post-sale project implementation. In essence, success in the new B2B landscape lies in adapting to the changing buyer preferences by enhancing efficiency, professionalism, and personalization, ultimately focusing on "helping people buy" rather than merely selling.