The gap between B2B buyers and sellers has been growing. More than 70 percent of B2B buyers preferred to wait to engage a seller until the latter demonstrated a clear understanding of its needs, a CSO Insights survey found. Nearly 58 percent of buyers saw little difference among sellers; more than 10 percent saw no difference at all among sellers; and only 23 percent of buyers considered vendor salespeople a preferred resource for solving problems. Sellers are seen as product representatives, not business problem solvers.
