How Do Buyers Prefer to Interact With Sales Reps? [New Data]

The world of sales is in flux. Seismic shifts in technology, consumer behavior, and buyer expectations are reshaping traditional notions of how, when, and where customers want to engage with brands and salespeople.

E-commerce has exploded, with global sales expected to surpass $7 trillion by 2025, according to CB Insights. AI-powered chatbots handle millions of customer service interactions daily. AR and VR let shoppers virtually "try before they buy" from their couches. Self-service digital channels have proliferated across industries.

Against this backdrop of rapid change and digital transformation, sales leaders are grappling with existential questions:

• In an age of abundant information and digital self-service, do buyers still value interacting with salespeople?
• What role do in-person, human-to-human sales engagements play?
• How can salespeople remain relevant and deliver value?
• What do modern buyers expect from their sales interactions?

At HubSpot, we were curious to understand how buyers today prefer to interact with salespeople. Do they crave the human touch or prefer clicking to buying on their own? We surveyed over 150 consumers to find out – and the results shine a light on how sales organizations must adapt to align with evolving buyer behaviors and expectations.

In-Person Interactions Remain Essential (For Now)

Despite the meteoric rise of digital commerce, our data shows that in-person sales interactions are far from extinct. When asked about their overall preferred method of engaging with salespeople, a majority of respondents (65%) still lean towards face-to-face conversations as opposed to online or self-service channels (26%).

As one respondent put it: "In person, you can read body language, facial expressions, and get a better feel for the product with all five senses. The salesperson feels more accountable to you when you‘re standing right in front of them."

The desire for in-person engagement is especially pronounced for high-stakes purchases that are expensive, complex, or unfamiliar to the buyer:

• 70% prefer speaking with a salesperson face-to-face when feeling uncertain about a purchase
• 62% seek out in-person sales expertise when they have specific questions unanswered by online research
• 37% want to talk live with a salesperson when considering a major purchase like a car, appliance, or luxury item

Clearly, the confidence, reassurance, and personalized guidance of a real-life sales conversation still holds immense sway, particularly in situations where buyers feel some trepidation around their decision. A salesperson‘s product knowledge is a key factor, with 78% saying this expertise is "very" or "extremely" important in influencing their purchase.

One respondent explained: "For a large, important purchase, I want the chance to ask detailed questions, see demonstrations, and look the salesperson in the eye. I‘m more likely to trust their advice and believe they‘ll take care of me after the sale."

However, for everyday commodities and routine transactions, most consumers are content to fly solo. As a respondent shared, "If I‘m just picking up paper towels or t-shirts, I‘d rather handle it myself without any sales pressure. But for a new laptop or car lease, I definitely want that human expertise to guide me."

The Convenience and Control of Self-Service

While human sales interactions remain important, the data also highlights the undeniable appeal and growing adoption of self-service channels. When asked what makes solutions like AI chatbots, online FAQs, and virtual product tours attractive, the top theme was convenience.

Self-service empowers consumers to learn, compare options, and make decisions at their own pace, on their own schedule, with minimal sales pressure:

• 51% of respondents appreciate being able to gather information independently, without relying on a salesperson
• 44% say self-service is more convenient than in-person shopping
• 40% believe they can find more information on their own online than a salesperson could provide

The 24/7 availability of digital channels is a significant draw. One respondent noted, "I have a crazy work schedule, so I do a lot of my research and shopping online after hours when stores are closed. I like that I can get answers from a chatbot or virtual assistant anytime."

Self-service also caters to consumers‘ desire for control over their buying journey. "When I‘m shopping solo, I feel like I‘m in the driver‘s seat," a respondent explained. "I can take my time, dig into the details that matter to me, and not worry about a salesperson changing my mind or rushing me. The choice is 100% mine."

This preference for independence is reflected in how consumers seek out sales guidance:

• Only 16% proactively approach a salesperson at the beginning of their buying process for help
• 42% will engage a salesperson once they‘ve already done initial research on their own
• 28% only want a salesperson‘s involvement when they have a specific question or are ready to buy

AI and automation are making self-service interactions increasingly personalized and "human-like." 64% of consumers say they‘re open to receiving product recommendations or support from AI chatbots. "As long as the bot can answer my question or point me in the right direction, I don‘t care if it‘s human or machine," one respondent remarked.

The Best of Both Worlds: Blending In-Person and Digital

For many consumers, the ideal modern shopping experience involves a fluid mix of digital self-service and in-person engagement. Our survey found that 71% of buyers shift between online and offline channels throughout their journey depending on the purchase and their needs in the moment.

Consider a shopper looking for new living room furniture. They might begin by browsing a retailer‘s website, using an AR tool to visualize different sofas in their space. With a few options in mind, they head to the showroom to experience the pieces firsthand. A helpful salesperson answers their questions, offers recommendations, and helps them place the order on the spot.

This seamless, omnichannel approach lets the buyer combine the best of the digital and physical realms on their terms:

• 73% have researched a product online, then bought it in person with the help of a salesperson
• 59% are more likely to make a purchase from a company offering self-service options like virtual try-on or live chat, even if they end up buying in store
• 46% say their preferred sales interaction method changes throughout their buying journey

The role of the brick-and-mortar store is evolving from a primary purchasing channel to a place for experiencing products, getting questions answered, and seeking trusted advice. Retailers like Nordstrom, Nike, and Apple are reimagining their physical locations as experiential showrooms that complement their digital offerings.

"Stores aren‘t going away, but their purpose is shifting," explains retail futurist Doug Stephens. "The store of the future will be less about transactions and more about building relationships, offering consultative services, and creating immersive brand experiences that can‘t be replicated online."

By enabling customers to engage across touchpoints in an integrated, personalized way, brands can provide the flexibility modern consumers crave. An in-store salesperson, armed with insights from a shopper‘s online browsing history and empowered by clienteling apps, can deliver richer, more relevant recommendations. An AI chatbot can "hand off" a customer seamlessly to a human agent when the query gets too complex.

Aligned, Insight-Driven Follow-Ups

Following up after a sale in a way that respects the customer‘s preferences and adds genuine value is critical for nurturing long-term relationships. 73% of survey respondents expect post-purchase interactions with salespeople to happen through the same channel as their initial engagement.

"If I‘ve been texting with a brand, I want them to keep texting me, not suddenly start calling," noted one buyer. "It feels jarring and kind of invasive when they switch it up out of nowhere."

Providing options and letting the customer dictate follow-up cadence and method is key:

• 48% want salespeople to check in via email after a purchase
• 31% prefer a phone call
• 14% would opt for text
• 7% desire a personal note or small gift

"The last thing I want after buying something expensive is a salesperson blowing up my phone with upsells," a respondent shared. "Let me decide if and when I‘m ready to hear from you again."

Personalization is essential. 68% of buyers say a generic, obviously automated follow up would make them less likely to purchase from that salesperson again. "Show me you know who I am, what I bought, and how I like to communicate," advised a respondent. "A mass email blast isn‘t going to cut it."

Follow-ups should deliver value, not just push for more sales. Sending personalized usage tips, exclusive content, or invitations to relevant events can strengthen the relationship. "I love when a brand reaches out post-purchase with a helpful guide or video tutorial related to what I bought," said a buyer. "It shows they care about supporting me, not just getting my money."

Reinventing the Modern Seller

To thrive in this new era of empowered, digitally savvy buyers, salespeople must evolve from order-takers and quota-chasers to knowledgeable guides, trusted advisors, and problem-solvers. Hard-sell, pressure-driven tactics are immediate turn-offs for today‘s consumers.

When asked what traits they value most in a salesperson, buyers prioritized:

1. Active listening and understanding of their needs (79%)
2. Deep product expertise and ability to answer questions thoroughly (74%)
3. Patience and willingness to move at the buyer‘s pace (66%)
4. Prompt, attentive follow-up and issue resolution (59%)
5. Proactive offering of relevant recommendations and advice (53%)

"I can smell a fake, scripted sales pitch from a mile away," said one respondent. "I want to work with someone who is genuinely knowledgeable, cares about my unique needs, and is willing to put in the time to help me reach the best solution. Even if I don‘t buy right away, I‘ll remember that authentic helpfulness."

Technology is a crucial tool for the modern seller, but it can‘t replace the human touch. Mobile clienteling apps, video chat, and AI-powered coaching tools can help salespeople engage buyers more seamlessly across channels, access real-time customer insights, and deliver highly relevant, personalized experiences at scale. But they‘re not a magic wand.

"All the tech in the world won‘t save you if you don‘t nail the fundamentals," advises sales trainer John Barrows. "Be a world-class listener. Ask insightful questions. Tell compelling stories. Bring ideas to the table. Prioritize helping over closing. The medium may change, but those core skills will always set the best sellers apart."

Embracing the Evolution

Our survey data paints a nuanced picture of the state of sales in 2024. Buyers‘ preferred interaction modes are diversifying, and the lines between digital and in-person are blurring. There‘s no universal "best" approach – flexibility and personalization to the individual buyer are paramount.

Key takeaways for sales leaders:

• Enable seamless cross-channel engagement, letting buyers move fluidly between self-service and human assistance
• Arm salespeople with tools and training to deliver high-value, not high-pressure, experiences
• Blend digital and in-person in complementary ways, using each channel‘s strengths
• Follow up through buyer-preferred methods with relevant, personalized touches
• Prioritize salespeople‘s listening, problem-solving, and relationship-building skills over hard-sell tactics
• Continually monitor buyer preferences and adapt to stay aligned as needs evolve

The role of the salesperson isn‘t going extinct, but it is changing rapidly. Thriving in this new landscape requires a mindset shift from seller-centric to buyer-centric, transactional to consultative, analog to omnichannel.

"Buyers will always crave confidence, trust, and value in their sales interactions, even as the formats evolve," said one respondent. "I don‘t need a salesperson for every little thing, but for those big, complex, emotionally loaded purchases, that human expertise and connection still mean everything."