Expert answer / 02
Why won't customers talk to our salespeople?
Short answer
Many buyers want to research on their own; make useful information easy to find and expert help easy to request.
More detail
Questions behind the answer
Whatis happening
What do customers research before they call?
Before a sales call, buyers often compare providers, fit, pricing, evidence and implementation needs. Gartner’s 2025 survey found 61% of B2B buyers preferred a rep-free buying experience, so make the basics easy to research before expecting a conversation.
Whyit happens
Why do customers prefer to research on their own?
Researching independently gives buyers control over timing and lets them learn basics without a sales conversation that may feel generic or pressuring.
Howto fix it
How do we sell to customers who research first?
- Make fit, pricing guidance and implementation information easy to find.
- Use outreach only when you can connect it to a real buyer need.
- Make expert help available for decisions that need context or judgement.
Sources: Gartner Sales Survey Finds 61% of B2B Buyers Prefer a Rep-Free Buying Experience