This is the second part in a series by our Head of Sales, Emil Lissborg, exploring how shifting buyer behaviour is reshaping B2B sales. This time, we look at what it really means when 83% of B2B buyers prefer self‑service and why the buying experience around your sales team matters more than ever.
There’s one number I often bring up in conversations with manufacturers and distributors:
83% of B2B buyers prefer to place orders through self‑service rather than speaking with a salesperson.
The reaction is usually hesitant. “Not our customers. Our business is too complex.” Or: “Our customers want personal contact.”
That may be true for your most complex deals, but it’s rarely the whole story.
What has changed isn’t relationship‑driven sales. It’s everything around it.
Routine orders. Repeat purchases. Status checks. Invoice handling. Price inquiries. These are the types of interactions B2B buyers want to manage themselves, on their own time, without waiting for a salesperson.
And that’s exactly where a large part of sales teams time disappears today.
I often ask a simple question: What would your salespeople do with that time if they didn’t have to answer routine questions or process administrative orders? Most answer: more strategic advisory work, more proactive outreach, more new business.
This isn’t really a technology question. It’s a question of where you want your best people to spend their energy.
The shift toward self‑service isn’t driven by buyers wanting less service. It’s the opposite. They want better availability, more transparency, and the ability to act quickly without depending on someone else.
58% of B2B buyers say they’re comfortable placing complex orders online. That number has been rising steadily and there’s no reason to believe the trend will reverse.
What’s interesting is that companies offering this kind of self‑service don’t lose customer relationships. They strengthen them. Customers order more frequently, with higher average order value, and with fewer errors. Sales teams can focus on what truly requires a human conversation.
It’s not about replacing your sales force. It’s about giving them the right conditions to succeed.