Interview: The digital future of B2B sales (German)
In German and US companies alike, almost half of all buyers are under the age of 35. The way this generation gathers information, communicates and forms relationships differs immensely from the way older generations do it. Digital natives are used to buying consumer goods conveniently online and are transferring this experience to their B2B dealings. Their buying process is often largely digital as a result. By the time they make their first contact with a sales person, 57 percent of their decision process is already complete.