February Edition | The Innovative Seller Newsletter

Sellers clinging to old habits like holding back pricing or controlling the flow of information are facing a wake-up call:

More and more buyers are demanding the option of self-guided and seamless purchasing experiences.

And if they feel like they're in some type of power play, they're going to walk.

Today’s buyers have unique preferences for how they communicate and access information.

Understanding them goes beyond job titles. It’s shaped by their roles and responsibilities and sometimes can even be tied to generational preferences.

In the digital age, what once worked to secure trust and drive deals now feels outdated when put up against some of the more modern techniques, and not just for the Gen Z buyers entering decision-making roles.

New approaches centered on transparency, personalization, and digital-first engagement are taking over and showing more success with buyers from every generation.

Over 70% of the B2B decision makers prefer remote human interactions or digital self-service.

It’s not about chasing trends or basing everything on generational stereotypes, but understanding what’s changed and how to act on it.

And with the shifts we're seeing now, 2025 will be all about moving from control to enablement.

In this month's newsletter, we’ll dig deeper into a few of the topics introduced in recent episodes of The Innovative Seller to really take a look at how to embrace this evolution of buyer preferences.

Watch the full episodes here>>>

• Buyer Personas, AI, and Sales Survival Tips for a Rough 2025
• How Gen Z is Transforming Sales Processes and Sales Training in 2025

We’ll break down what it means to enable buyers to lead their own journeys while also highlighting the generational trends that are driving this evolution from seller-centric sales to digital-first, buyer-led journeys.

Plus, we’ll give you some action steps you can start taking today to start down a path to seeing greater success in reaching and connecting with your buyers in 2025.

Join the conversation by watching the latest episodes on YouTube, sharing your thoughts, leaving your questions, and becoming part of The Innovative Seller community.

Now let’s dive in.

The Evolution of Buyer Preferences and Sales Approaches

The way buyers make decisions has changed... fast. A big part of this shift? The rise of Gen Z in the B2B world.

71% of buyers are now Millennials or Gen Zers

With the oldest Gen Z buyers now in their late 20s, their digital-first mindset is reshaping traditional sales approaches. They’re not interested in old-school, rep-driven processes. They want self-service options, asynchronous interactions, and digital-first engagement on their terms.

But let’s be clear, this isn’t just a Gen Z thing. Buyers from every generation are becoming more self-reliant and selective. They’ve done most of their research before they ever talk to you, and they expect a sales process that’s seamless, efficient, and tailored to their needs.

The sellers that don’t evolve to meet these demands will get left behind.

And what exactly are those demands? Modern buyers, especially Gen Z, are very clear about what they need from sellers to build trust and move forward: radical transparency, a purpose-driven approach, and digital-first engagement.

What These Changes Look Like: Understanding Key Buyer Demands

1. Radical Transparency:

Buyers, especially Gen Z, are done jumping through hoops for basic information. They want you to be upfront when they're looking for clarity around pricing, product performance, and how you stack up against the competition.

So if you withhold information or delay conversations, instead of creating intrigue, you'll just be creating friction.

2. Purpose-Driven Selling:

Purpose matters. Buyers want to work with sellers who show a genuine intent to help solve their problems. Purpose-driven selling is about showing buyers you care about their success, even if that means acknowledging that your product isn’t the right fit.

Gen Z values authenticity, which means sellers have to demonstrate that they’re more interested in the buyer’s success than just closing the deal. When buyers feel like you’re on their team and not just chasing the sale, you win their trust which often brings you a step closer to winning the deal.

3. Digital-First Engagement:

Forget the “hop on a call” mindset. It’s dying. There is still a time and a place for it but I think for a lot of sellers, it's more about "Do I have a process to actually keep people engaged?" Buyers don't want to jump on a call for basic information. They want to have options to explore and control their own journey. That's why conversational AI tools are really killing it right now.

48% of Gen Z buyers prefer a salesperson less experience

Digital-first engagement means meeting buyers where they are and giving them the tools they need to explore independently. This could include anything from self-service tools to video walkthroughs and personalized digital content.

What’s Next: From Seller-Centric to Buyer-Led Sales Journeys

In 2025, enabling buyers to lead their journey with the right tools and strategies will be key to reducing friction, increasing engagement, and closing deals faster.

We're in a digital-first era with smarter, more informed, and motivated buyers who want to work on their time. They don’t want sellers controlling every step of the process anymore.

They want to explore, research, and make decisions independently, turning to a seller only when they’re ready for expert advice.

To succeed in this environment, sellers will need to let go of being gatekeepers of information and become enablers of buyer-led journeys.

Why Buyer-Led Journeys Matter

The modern buyer’s journey isn’t linear and definitely not purely seller-driven. Today’s buyers get frustrated with outdated systems that force them to rely heavily on a salesperson for basic information like pricing, product features, or demos.

Instead, they want seamless, self-directed interactions that fit into their schedule and give them the control they crave.

It's time to flip the script and shift from control to enablement.

How to Make it Happen: Embrace Asynchronous Engagement

A critical piece of buyer-led journeys is asynchronous engagement. This is what lets buyers interact with your content and tools in their own time to self-serve and self-educate. It gets rid of the waiting for scheduled meetings or live demos.

This approach offers them the flexibility to research solutions, evaluate options, make decisions, and then engage with a rep when they’re ready.

Key tactics for asynchronous engagement:

1. Self-Service Portals and Digital Sales Rooms:

Buyers don’t want to hop on a call for every minor detail. They want robust “always-on” digital sales channels where they can explore product features, calculate pricing, check ROI projections, and even see demos.

Self-service portals and digital sales rooms allow buyers to dive deep into the information they need without waiting for a seller. Think of these as personalized resource hubs that buyers can access anytime.

2. AI-Powered Conversational Tools:

AI isn’t replacing sellers but supporting them by handling routine questions and guiding buyers through self-service options. Conversational AI tools like chatbots can handle basic and semi-complex questions, provide recommendations, and suggest next steps.

Buyers can quickly get answers to questions like “What’s the ROI of this product for my business?” without scheduling a meeting. Then when they want to get down to the details, they can talk directly to a rep.

3. Outcome-Focused Content:

Forget the marketing fluff. What modern buyers are really looking for is proof of value. Especially those under the scrutiny of CFOs and decision committees. That means content should go beyond feature lists and focus on outcomes. Transparent case studies, benchmarks, and proof-of-value calculators all help buyers evaluate the ROI and make faster decisions.

Next Steps

Asynchronous engagement doesn’t just free up buyers. When buyers can self-service basic information, it frees up time for sellers to focus on what they do best: offering personalized guidance, answering complex questions, and helping buyers make confident decisions.

This shift turns sellers into consultants, not gatekeepers, and creates a smoother, faster sales process.

Action Steps:

• Review your buyer journey: Ask yourself if there are any unnecessary steps where buyers are forced to rely on a salesperson when they're not really needed. Find the bottlenecks and eliminate them.
• Implement one asynchronous tool: Give your buyers the ability to explore at their own pace through personalized video, digital sales rooms, or a similar tool. Test it and see how it helps.
• Create or refine content for an outcome focus: Build resources that speak to outcomes that really matter to your buyer like ROI, efficiency gains, or reduced costs. Do this instead of drowning them in features.

Every episode, we tackle some of the most pressing questions from you guys. This week, we’re pulling our Q&A right out of the comments with this question on Gen Z's impact on sales.

Is Gen Z's demand for transparency the new deal breaker in sales? How can I ensure my sales strategies align with their values, particularly when it comes to honesty, sustainability and social impact?

I think, whether it's Gen Z or any generation, people want people that add value. Yes, we want people who are aligned with how we think philosophically, but we’re also okay with a bit of diversity in opinion or thought as long as we don't feel like somebody's trying to put one over on us.

Gen Z, though, is definitely more skeptical of human-to-human interactions. They almost prefer digital channels, and there’s a ton of data supporting that shift. Transparency is absolutely critical here. A lot of traditional techniques just don’t cut it anymore. They’re like, “Can I please just watch a video? Can I please just get what I need without all the back-and-forth?”

What matters most is that you provide genuine value and are upfront about what you can deliver. If you’re aligned philosophically, that’s great. But as long as you aren’t putting out some wild or off-putting vibe, and you focus on how you can help them solve their problem, most people will be okay with you, even if you don’t perfectly align on every value.

So, while perfect philosophical value alignment isn’t a must, transparency is non-negotiable. That’s the key takeaway here.

Have questions you want answered? Watch The Innovative Seller on YouTube for more insights and leave your questions in the comments here or on our latest episode. You might see them featured right here in next month's newsletter or in one of our upcoming episodes.

RevTech Summit 2025 - On-Demand Session Available February 12th

I’m excited to be part of RevTech Summit 2025, where 30+ industry-leading experts will dive into the future of sales and marketing. This free, virtual summit features 4 hours of live presentations, 15 hours of recorded sessions, and access to exclusive research and offers.

My session, “3 Ways to Apply Generative AI to Drive Revenue,” will be one of the most tactical presentations on AI you’ve ever seen. I’ll show you exactly how top sales teams are using AI to book more meetings and close more deals.

My session will be available on demand as the live presentations kick off so head over to the website to register and check the event agenda for the official release time.

Register here to reserve your spot >>> https://bit.ly/4fJX8kF

AI is transforming the sales landscape at an unprecedented pace. To stay competitive in this AI and customer-centric world, you need to master the balance between leveraging cutting-edge tools and honing the human skills that drive trust and connection. This balance is at the core of the framework outlined in The Innovative Seller—the book that kickstarted this journey to modern sales excellence.

"In today's 'speed first' world, speed to information and speed to meet a customer where they are in the process are critical" -The Innovative Seller

This isn’t just another business book quoting outdated sales methodologies. It’s a roadmap for sales professionals, teams, and leaders to thrive in a world driven by innovation. Inside, you can expect to find:

• Practical strategies for mastering AI and sales tech to streamline your processes and improve outcomes
• Proven methods to personalize sales and build authentic, trust-based relationships with buyers
• Frameworks for optimizing your performance and staying adaptable in a rapidly changing market

I've spent the last 25 years at the forefront of the Sales and RevOps field and I want to share what I learned with you. In this book, I've laid out the 4Cs of being an Innovative Seller and team so if you’re ready to lead the way in sales innovation, let this book help build your foundation.

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