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They’ve compared alternatives
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Read reviews (including the bad ones)
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Watched product walkthroughs
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Benchmarked pricing
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Formed a shortlist
Sales is no longer discovery. It’s confirmation.
You’re Not Selling to “Executives” Anymore
The image of the B2B buyer as a seasoned, corner-office executive is outdated.
Millennials—digital natives raised on speed, access, and skepticism—now make up nearly half of B2B decision-makers, a shift first flagged by Google and Millward Brown and now impossible to ignore.
This buyer:
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Distrusts buzzwords
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Spots recycled content instantly
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Values clarity over charisma
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Prefers proof over promises
They don’t want to be convinced.
They want to verify.
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