Are Salespeople Relevant to the Modern Buyer?

If you are following my sales enablement research, you know that I’m hammering home the vision that sales enablement as a discipline has to engage, equip and empower salespeople to become and remain relevant, valuable and differentiating in every interaction with prospects and customers, along their entire customer’s path. That’s ambitious, I know. However, it’s not an option; it’s essential to make this ambition a reality. And here is why:
At CSO Insights, we just published our first, global 2018 Buyer Preferences Study. We wanted to know firsthand from today’s buyers if, how and when they engage with salespeople – what they like, what they don’t like, and what other resources they rely on to master their business challenges.
Looking at the top of the iceberg, it looks rather positive: 65.2% of our study respondents said that they found value in discussing their issues with salespeople. About one-third (32.2%) reported mixed feelings about