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As we know buyers are more informed, more independent, and more selective than ever before. In our trumpet live webinar, Ollie Sharpe (CRO at trumpet) shared this stat:
“Nearly 50% of buyers prefer a rep-free experience. They want clarity over complexity and a low-risk path they can align with internally.”
That stat changes everything. It means sellers need to shift how they engage buyers because traditional, rep-led sales processes no longer match how modern B2B decisions are made.
What today’s buyers need:
✅ Confidence that they’re making the right choice
✅ Clarity at every step, with no surprises
✅ Relevant, timely content tailored to where they are in the journey
✅ Low-friction, low-risk ways to explore solutions with internal alignment
Buyers now spend only 17% of their entire buying process with sales reps. So the content you provide and where you provide it, matters more than ever.
The key is enabling them to move forward independently, while still feeling supported. A great buying experience gives them confidence, not confusion.
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![How to Get Started with Buyer Enablement [With Examples]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)
