Sat, May 25, 2013 — Over the last two years, there has been a growing awareness in the business press that B2B selling has evolved from general concepts of solution selling to the ‘buyers journey’ a customer journey driven by the large amount of information available online. A new sales and marketing reality is rapidly emerging as the internet plays an increasing role in buyer research. Too many B2B CEOs are ignoring this new reality as just a social media phenomenon about Facebook and that is has nothing to do with their businesses. But I’ve seen the impact of this in my own sales and marketing work, and I and the industry at large, now strongly believe we are experiencing important changes to the conventional marketing and sales wisdom of the past. CEOs and their businesses can no longer ignore this reality. Studies are consistently showing that B2B customer buying habits are shifting, and most agree that buyers are now 60-70% of the way through the buying cycle before they initially reach out to your company for a sales representative. By the time your sales representatives are called in to talk with a buyer, there is less of a requirement to follow traditional solution selling techniques. In the new ‘buyer’s journey’, the buyers believe that based on their own research (the buyers journey), they have figured out what they need. Thus, when they decide to contact your sales team, they have most likely decided you are one of their top three choices (you are 1 of 3 as I call it).