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Key takeaways
✔️ Buyers are 77% of the way through their research before they speak to you
✔️ Peer recommendations and communities shape their shortlist
✔️ Spam and generic asks make buyers more guarded with their time
✔️ Sellers must add value, not just noise
In this GTM Insider podcast we caught up with Rob Harlow, Co-founder and Chief Innovation Officer at Sopro, shares a stat every seller needs to hear:
“Buyers are 77% of their way through their research before actually engaging the sales rep.”
— Rob Harlow, Sopro
In other words, your prospects are not waiting to be educated, they’re educating themselves. They ask their peers, scroll communities and gather insights long before they click book a demo.
Combine that with the explosion of sales and MarTech tools and you have a flood of outreach. Buyers are bombarded with more messages than ever, so they’re naturally more guarded with their time.
Rob’s takeaway: respect that reality. Sellers can’t win with generic pitches and cold spam anymore. Reps need to show up informed, relevant and ready to add value beyond what the buyer already knows.
FAQs
➜ How far along is the average buyer before they talk to sales?
77% through their research and buying journey.
➜ Why are buyers more guarded now?
More sales tech means more noise. Buyers get bombarded with cold pitches daily - so they filter hard.
➜ What should sellers do instead?
Arrive with insights, relevance and value that build on what buyers already know.
👉 [Watch the full episode here]
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