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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Resistance to the traditional sales interaction is rising sharply
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Buyers enter conversations with a “solution bias”
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Engagement is decided in moments
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Buyers trust partners, not “reps”
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Seller confidence is high; execution is under pressure.
If buyer behavior is changing, sales leaders may need to rethink how they inspect and reinforce performance.
Schedule a research briefing for the ASLAN team will break down the complete findings and what they mean for your organization.