ASLAN Training & Development has released new research exploring why B2B sales conversations are getting harder, and where many sales organizations may be falling out of sync with how buyers now engage.
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. The issue is not simply the market. It is that seller behavior has not kept up.
ASLAN’s 2026 Buyer Receptivity Research Report is based on a double-blind survey of 940 B2B buyers and sellers.
Four findings stood out:
- 82% of sellers report that buyer resistance has increased
- 57% say buyers enter conversations already thinking they know the solution
- 60% report buyers are less willing to share context about their business upfront
- 97% of sellers expected to hit quota in 2025, even as broader quota attainment across B2B sales continued to decline
That last finding may be the most revealing. Results are declining. Confidence is not. And the gap between the two appears to be widening.
The research also highlights what earns engagement. Nearly half of buyers say they are more likely to engage when a seller demonstrates understanding of their business, and 50% say they are more likely to engage when a seller introduces a new way to reach their goals. Both point to the same reality: relevance has to come before persuasion.
The report outlines four shifts for sales leaders: redefine what strong early-stage execution looks like, coach for buyer alignment rather than deal motion, turn strategy into observable behaviors, and treat seller confidence as one signal, not the full picture.
Read the full 2026 Buyer Receptivity Research Report to learn more about how this could impact your sales organization.
About ASLAN Training & Development
ASLAN equips sales teams and their leaders to create receptivity, navigate resistance, and build the trust that drives lasting growth. Grounded in the Other-Centered® approach, ASLAN has spent 30 years helping organizations transform how sellers engage, and how leaders lead. Learn more at aslantraining.com.
