Why Modern Buyers Need More Than a Sales Pitch Modern customers have access to product data, information about alternative options, reviews, and artificial intelligence tools before talking to a salesperson. B2B customers are particularly affected by such a change in their behavior. According to Gartner, in 2026, 67% of B2B customers preferred to make purchases independently of sales reps, while 45% stated that they use AI to buy something. On the other hand, according to Gar