BY Jessica Helinski
Self-directed buyers are poised to be major game changers for the sales industry. Sellers are finding that more young adults are potential prospects. And these buyers are different from others in the past.
As Jane Qin Madeiros reports that today, 71% of buyers are now millennials or Gen Zers. And 75% of them prefer a rep-free sales experience. These digital natives, often aided by AI, rely on self-directed online research and frequently skip engaging with sales reps entirely.
SalesFuel research supports this. The report “40 Tips for Selling to Buyers Under 40” revealed that:
- Younger buyers are more likely to vet salespeople using social media other than their LinkedIn profile
- They are even more likely to block a salesperson from "spamming" them after agreeing to a LinkedIn connection with them
- They are 24% less likely to buy from companies led by people whose political views are different from theirs
- 30% of younger buyers will not engage with salespeople who have poor manners, social skills or treat their support staff poorly
How can sellers reach self-directed buyers?
To meet these evolving buyer demands, sellers must be thoughtful in their approaches. They need to appeal to these preferences while also making their involvement invaluable.
“Despite the rise of self-directed buying, the importance of human connection remains,” writes Arianna Shannon.
“The question then becomes, where are those interactions most impactful?”
One of the most vital ways sellers can reach these buyers is to assist with research. Likely, these prospects are suffering from information overload. There is so much information out there, and it can be difficult to weed through, as well as validate.
Qin Madeiros reports that B2B buyers now use about 10 channels during their journey. Determing what is valid and what isn't is a chore. Trusted content matters, and this is where you can deliver. Share valuable and reputable insights, such as expert interviews, blogs, podcasts, and videos.
And in addition to sharing others’ content, position yourself and your company as thought leaders. Offer access to proprietary content, including white papers, case studies, social media profiles, and blogs.
Help educate these buyers, and you likely will be rewarded.
“Providing learning opportunities before, during and after a sale shows buyers that you care about them,” SalesFuel explains.
“It also demonstrates your commitment to providing value—not just making a sale.”
Take a look at suggestions for offering education throughout the entire buyer journey. These tips can make it easier to connect with self-directed buyers while still allowing them to lead.
And consider this advice for incorporating content into your strategy; you’ll find guidance on how to ensure what you share has an impact.
Lower barriers during the path to purchase
As these buyers navigate resources on their path to purchase, make it easy for them to find, and choose, you.
Shannon suggests offering a free demo or trial experience to let buyers explore your solution on their own. If a self-guided option isn’t feasible, the next best step is to simplify and streamline your sales process for easier access and decision-making.
“Getting the B2B decision-maker to what they want to see as quickly as possible is in the seller’s best interest,” she writes.
The rise of self-directed buyers isn’t just a passing trend. Young adults making purchase decisions are shifting how sales happen. These decision-makers want less engagement with sellers and clear value before they do work with reps.
For sellers, the opportunity is clear: be findable and be helpful. Empower buyers with the insights they need, on their terms. And deliver what their online searches can’t: a genuine human connection.
Photo by Nataliya Vaitkevich
