B2B buyers and customers today have changed more than we realize. They have access to information via social and digital channels and use it to empower their decision making. IDC Research shows that 75% of B2B buyers are using social media to research vendors.

The days of sales professionals being gatekeepers of information have officially passed us.

So the main question is this: if buyers have become more digital and sophisticated in their research and engagement capabilities, have sales people modernized too?

Because, here’s the reality: if sales doesn’t become more digital, they simply won’t be able to compete in the market today. Why? Because those who have access to information can make better and faster decisions.

So, what’s digital sales? It’s the ability to scale relationship building using social and digital channels. It doesn’t involve eliminating what you’re doing but complements it digitally.

Isn’t that what we want for our sales teams?