Rethinking the Buying Experience in B2B Sales

Published: August 13, 2026 • Reading Time: 6 min read • Reporting: Intelligence Division

The traditional approach to sales often blames the sales team when deals fall through, but a closer look at the buying experience reveals a more complex issue. By understanding the buyer's decision-making process, companies can improve their chances of closing deals

For 15 years, the author has been interviewing buyers to understand their decision-making process. The findings suggest that buyers make many of their most important decisions long before they speak with a salesperson. This shift in perspective can help companies to revamp their sales strategy and improve their overall customer experience. By focusing on the buyer's journey, companies can identify areas for improvement and optimize their sales process to meet the buyer's needs