Contributed post.
Retail buyers have become significantly harder to engage. According to McKinsey, over 70% of B2B decision-makers now prefer digital self-service to traditional sales conversations. Direct interaction with reps has dropped in priority, leaving outreach efforts frequently ignored and promising leads unresponsive.
Image credit: Susan Flores on Pexels
In many cases, buyer disengagement comes from friction they encounter early on—confusing systems, generic communication, and missing or outdated information. These breakdowns create frustration and erode trust before a deal even begins.
Understanding where that friction happens—and why—makes it possible to design smoother, more buyer-friendly experiences that restore attention and drive action.
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