TFT: Buyers Want Information, Not Conversations
What startups must know about the silent shift in how customers buy
The sales process is changing before our very eyes. Today customers do not just want to be sold to, sure some will still listen to your sales pitch just for kicks, but the vast majority have already made up their mind, or at least pretty close to it. So they are not looking to you to close a sell they are looking to you to be a resource. To help them grow and learn something new about your product, service, or industry. They want to be pulled into the future and they need you to pull them there with a great solution. That is what we are looking at today. What is changing about the sales process, why that’s important to you and what to do to ensure your success.
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Wait Something Seems Different
Today’s buyers do not want to be sold to they want to self-educate. I’ll prove it, according to recent research:
The average B2B buyer is already 57% of the way through their decision process before ever speaking to a sales rep.
That means they are doing their own homework (searching online, reading reviews, comparing options, and building a shortlist) without you even knowing they are shopping. When they finally do reach out (if they ever do), they are not looking for a pitch. They are looking to validate a decision they have mostly already made.
Your product is not being evaluated on a discovery call. It’s being judged by your website, your content, your clarity and what others are saying about you. So keep a clear and concise message throughout your online presents. Evangelize the problem you are trying to solve. That way customers know you are the solution they are looking for. Then you can close the deal and keep them coming back for more with your customer self.
It is Okay I am Great At Sales
If you rely on discovery calls or demos to explain your value, you are already behind. Do not get me wrong these things are important and you need them to be a part of your sales process. If your strategy depends on “just getting the meeting,” you are already behind.
Startups do not have the brand recognition to automatically earn trust. And many founders, especially technical ones, rely on the idea that if they just get someone on a call, the product will speak for itself.
But what if that call never comes?
Without clear, accessible information online buyers will not wait around to ask you for it. They will move on to the competitor who answered their questions up front. Even if that product is inferior to yours.
This shift hits small businesses hardest because they often do not have a marketing team. But the truth is: you do not need fancy funnels. You just need to help people before they ask. Know the problem you are solving and put it out there in the world. Use AI to help you say it 10 different ways. Now you have a day 10 marketing campaign, at least to start.
Will it be perfect? No
Will it help get your name out there? Yes!
You may be the best closer in the world, but if you never get in the game it will not matter. Get your name out there. Ship something and just start!
3. What’s at Stake
If you do not adapt, you WILL lose to someone who shows up earlier through search, content, reviews, or referrals.
But if you embrace this change, you can turn your sales process into a magnet.
Start by defining the problem you are solving. Share this early and often even before they ever talk to you. Talk about common questions people with this problem have. Be transparent about value. As you get traction share real life examples.
Make it easy to understand who you are helping and how.
Because in 2025, trust is built before the conversation starts. Buyers find the information they need before they even reach out to you. That means you must build trust before the first conversation and that is how you win deals in 2025 and beyond.
Action Step
Review your website and outbound messages.
Do they clearly state the problem you are solving?
Can someone understand the value of your product without a call?
Is your content helping or just selling?
What does your content calendar look like?
Revise one thing that could use improvement this week and see how that helps your sales process over the next two weeks.
Additional Reading:
Are you looking to improve your sales process or hire your first sales professional?
Are you a technical expert ready to transition into sales and need guidance?
If so, we’re here to help! Reach out to us with your specific challenges, and we’ll schedule a time to discuss how we can develop a customized plan to meet your goals.
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