ASLAN Training’s 2026 Buyer & Seller Insight Report
The latest insights on buyer behavior, seller confidence, and sales performance.
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 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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90% of buyers say a seller’s credibility, business insights, and approach influence their loyalty and willingness to invest in new solutions.
If buyer behavior is changing, sales leaders may need to rethink how they inspect and reinforce performance.
Schedule a research briefing to break down the complete findings and what they mean for your organization.