Sales Conversations Are Getting Harder, but the Problem May Not Be What You Think
Buyers have not stopped engaging. But they are becoming more selective about what earns their attention, what deserves their trust, and when a seller has earned the right to influence how they think.
Based on responses from 499 B2B buyers and 441 B2B sellers, ASLAN’s 2026 Buyer & Seller Insight Report gives sales and enablement leaders a research-backed look at the shifts reshaping buyer engagement.
Inside, you’ll find five core findings shaping sales conversations in 2026:
- Resistance to the traditional sales interaction is rising sharply
- Buyers enter conversations with a “solution bias”
- Engagement is decided in moments
- Buyers trust partners, not “reps”
- Seller confidence is high; execution is under pressure
If buyer behavior is changing, sales leaders may need to rethink how they inspect performance, reinforce the right seller behaviors, and equip teams to create receptivity in a more selective buying environment.
To discuss the findings in detail (and unpack what they mean for your team) schedule a research briefing.
