Andy highlights another dynamic exchange between his all-star panel -  Gal Aga, CEO at Aligned, Vince Beese, Founder at Sales HQ, and David Fisher, Principal Sales Enablement Manager and Global Social Selling Lead at SAS. They discuss the increasing complexity of B2B buying driven by the rise in stakeholders, budget scrutiny, and the expansion of product categories. They give data showing how modern buyers prefer self-service and digital solutions, heavily relying on independent research rather than salespeople. The question is, how can salespeople use this knowledge to their advantage, and adapt to buyer goals and the opportunities for consultative selling amidst these sales shifts?

Listen to the full podcast episode on Apple and Spotify

Host Andy Paul is the expert on modern B2B selling and author of three best-selling, award-winning sales books, including his latest Sell Without Selling Out. Visit andypaul.com to subscribe to his newsletter for even more strategies and tips to accelerate your win rate.