Today’s b2b buyers have access to higher-quality information than ever before and rely less on sellers for data and insights to help them navigate the purchasing process. This change places significant pressure on heads of sales to evolve their b2b sales strategy and how their reps win customer mindshare and influence purchase decisions.

This e-book looks at Gartner’s latest research into how b2b sales reps must adapt to changes in buyer behavior and looks at the three approaches sellers typically adopt to engage customers with information. Our research shows that of these three approaches, the Sense Making approach helps today’s overwhelmed customers become less skeptical of the sellers they deal with and more confident in the information they have to complete the buying journey. In fact, those who adopt the Sense Making approach are 26% more likely to close high-quality, low-regret deals.