Buyer Receptivity Is Changing, and Most Sales Teams Are Not Keeping Up
ASLAN's 2026 Buyer Receptivity Research Report
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 Receptivity Research Report highlights several findings shaping sales conversations in 2026:
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82% of sellers say buyer resistance has increased.
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57% say buyers often think they already know the solution.
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60% say buyers are less willing to share business needs early.
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99% of buyers say they would consider switching vendors for a seller who demonstrates better value and stronger understanding.
If buyer behavior is changing, sales leaders may need to rethink how they inspect and reinforce performance.
Access the full report to uncover what this all means for your sales team.