{"id":52142,"date":"2026-03-17T07:00:58","date_gmt":"2026-03-17T11:00:58","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=52142"},"modified":"2026-03-16T09:23:43","modified_gmt":"2026-03-16T13:23:43","slug":"gartner-67-of-b2b-buyers-prefer-a-rep-free-experience","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/industry-news\/news-brief\/gartner-67-of-b2b-buyers-prefer-a-rep-free-experience\/52142\/","title":{"rendered":"Gartner: 67% of B2B Buyers Prefer a Rep-Free Experience"},"content":{"rendered":"

Buyers want to engage on their own terms as 67% of B2B buyers<\/a> state that they prefer a rep\u2011free experience, according to a recently released survey from Gartner<\/a>.<\/p>\n

The survey of nearly 650 B2B buyers<\/a>\u00a0found the shift is already underway\u201445% reported they used\u00a0AI<\/a>\u00a0during a recent purchase. Buyer journeys are becoming more self-directed and digitally mediated.<\/p>\n

Gartner for Sales Leaders\u00a0provides heads of sales and their teams with the insights, advice and tools needed to address mission-critical priorities amid mounting pressures to drive growth through new and existing customers.<\/p>\n

Adapting to Change<\/strong><\/h3>\n

According to\u00a0Alyssa Cruz, Senior Principal Analyst in the\u00a0Gartner Sales Practice, B2B buyers are progressing through critical buying tasks in more autonomous ways, and sellers can\u2019t rely on static collateral to carry influence in those moments.<\/p>\n

\u201cEnablement leaders should modernize how they equip sellers, moving beyond static content distribution to AI-driven support that fits into daily workflow,\u201d said Cruz in a statement. \u201cAs buyers search, vet suppliers, and shape solution needs with fewer early interactions, sellers must remain helpful while keeping the experience low-friction.\u201d<\/p>\n

New Enablement Mandate<\/strong><\/h3>\n

Winning in AI-driven buyer journeys requires sales enablement that helps buying groups reach value clarity, a clear understanding of how a solution improves outcomes in the buyer\u2019s specific role and business context. That confidence is revenue critical: confident buyers are twice as likely to report a high-quality deal compared with buyers who have low decision confidence.<\/p>\n

To help sellers deliver value clarity at scale, especially as buyers adopt rep-free paths, Gartner officials advise that sales\u00a0enablement leaders<\/a>\u00a0should:<\/p>\n