Written by: Sonia Majkic
Let’s rip the Band-Aid off upfront. People don’t want to talk to your sales team anymore.
Harsh? Maybe. True? Absolutely.
If you’re in B2B, buckle up, because the way your buyers want to buy has fundamentally changed. And it’s not going back to the old ways, no matter how many networking lunches you host or cold calls you make. We’re officially in the Self-Serve Era.
So, what is it? Why does it matter? And most importantly, how do you adapt so your business doesn’t get left behind?
Let’s break it down.
The Big Shift: From Hand-Holding to Hands-Off
Not so long ago, selling to other businesses looked pretty familiar: book a meeting, do a pitch, run through the slides, handle objections, send the quote, follow up endlessly, try to close the deal.
Sales teams were the gatekeepers. If your customer wanted pricing, they had to ask. If they wanted to compare features, they had to ask. If they wanted to see proof you could deliver (you guessed it) they had to ask.
Then the world changed.
Five years ago, the pandemic forced all of us to buy, sell and build trust online, whether we liked it or not. In B2C, we were already used to this. Order dinner? Do it on an app. Book a holiday? Click, click, done. We became experts at researching, comparing and buying without ever speaking to a human.
And in B2B? Well, we trained ourselves to expect the same convenience. Today, that expectation has stuck.
75% of the Decision is Made Without You
Don’t take my word for it. Look at the data.
According to Forbes, 75% of the B2B decision-making process now happens before a prospect ever talks to a salesperson. Google’s research backs it up: buyers crave useful, transparent information at every step of the journey. Eighty-four percent of senior decision-makers use social media to research suppliers.
So by the time your customer reaches out—if they reach out—they’re not asking, “Tell me why you’re a good fit.” They’re asking, “When can you start?”
The Brutal Truth: They’re Choosing Without You
This is what keeps old-school salespeople up at night. The power dynamic has flipped.
In the Self-Serve Era, your customer is in the driver’s seat. They expect your website, your content and your social channels to do the explaining for you.
They want to see case studies, pricing guides, demos, reviews and real results; all before they pick up the phone or send that enquiry email.
If they can’t find what they need? They’ll move on to a competitor who gives them what they want. Simple as that.
So, What’s a Modern Business To Do?
It’s tempting to stick your head in the sand and hope things go back to normal.
Here’s a reality check: they won’t.
Your job now is to adapt. To meet your customers where they are. To make buying from you as easy as buying a Friday night pizza; with none of the greasy regret.
Here’s how.
1. Digitise Your Sales Process
Everything you’d normally talk through in a meeting? Put it online.
This means real, meaty content; not fluffy brochures that say nothing. Give your buyers:
- Detailed case studies with before-and-after results
- Transparent pricing (or at least clear ranges)
- Product or service comparison tables
- Explainers on your process and methodology
- FAQs that tackle common objections head-on
If your competitor’s website answers 10 questions and yours answers two, who’s your customer going to trust more? Exactly.
2. Be Generous With Proof
Social proof isn’t a “nice to have”. It’s the backbone of your online reputation.
Get obsessive about showcasing happy clients. Publish case studies, gather reviews, ask for video testimonials. Keep it real. Skip the polished stock photos and scripted lines. Let real people speak for you.
Remember: your prospect is probably scrolling through your site on their phone, half-watching Netflix, half-mindlessly Googling. You need to grab them with proof that you’re the best at what you do.
3. Show Some Personality
Here’s the paradox: people don’t want to talk to sales, but they do want to know who they’re buying from.
Too many B2B brands hide behind corporate waffle and generic stock imagery. Don’t be that brand.
Showcase your team. Post behind-the-scenes clips. Let your subject matter experts step into the spotlight. Write in your own voice, not bland jargon.
Even in a self-serve world, human connection still matters. But you need to weave it into your digital presence.
4. Invest in Content Marketing Like You Mean It
Content marketing isn’t a blog you update once a year. It’s a machine that fuels the Self-Serve Era.
Companies that are nailing B2B sales in 2024 know this: the more helpful content you publish, the easier you make it for your buyer to say “yes” without you needing to push them.
It’s your silent salesperson, working 24/7. So stop debating whether it’s worth the budget. The data already answered that question for you.
5. Stop Hiding Pricing (If You Can)
Here’s a controversial one, but it needs saying.
One of the biggest reasons buyers hate talking to sales is to get a straight answer on cost. If it makes sense for your industry, be upfront about your pricing online. Or at least give realistic ranges.
Nobody likes wasting time on a sales call just to find out you’re double their budget. You don’t like wasting time on tyre-kickers either. So make it easier for everyone.
6. Build Trust Before You’re Needed
The Self-Serve Era doesn’t mean your sales team is obsolete. Far from it.
It just means they’re no longer the first step. They’re the closer. The human reassurance at the final decision point.
Your real job is to build trust before you’re even needed. That trust lives in your content, your proof, your personality and your helpfulness online.
Adapt or Get Left Behind
It’s time to stop waiting for business to “get back to normal”. The new normal is here. Self-serve isn’t a trend. It’s how we all buy now, from dinner to enterprise software.
The businesses that accept this, adapt and build digital buying experiences that are genuinely helpful? They’ll win. The ones who cling to the old ways? They’ll watch their leads ghost them for a competitor who’s easier to buy from.
The Takeaway: Make It Easy to Choose You
At the end of the day, this isn’t about fancy tech or clever funnels. It’s about trust and ease.
Your customer wants to trust you; help them do it. Your customer wants to choose you. Make it easy for them.
Answer their questions before they ask. Prove you can deliver before they have to chase you for proof. Be there when they’re ready; not when you’re desperate for a sale.
That’s the Self-Serve Era in a nutshell.
Ready to Make the Shift?
If all this sounds daunting, don’t stress. You don’t have to do it alone. We help companies just like yours digitise their sales process, build content that actually converts and stay connected to today’s buyer.
Reach out when you’re ready, and we’ll help you build a B2B sales machine that works as hard as you do. No awkward cold calls required.