The Last Holdouts: Where Transactional B2B Selling Still Exists (And Why It Won’t For Long)

In 30 seconds

Digital platforms now dominate B2B transactions, with over 75% of buyers preferring self-service for simple purchases. Modern buyers conduct 90% of their research independently and seek strategic partners who understand their business goals, not transactional sellers offering discounts. Pockets of old-school selling persist – waste management reps, auto dealerships, trade suppliers- but survive only because transactions seem localised and simple. These transactional cultures focus on activity metrics over outcomes, use price as their only lever, and engage single contacts instead of buying groups. This approach is obsolete. Buyers are too informed and competing on price alone trains customers to view you as a commodity, accelerating your irrelevance.

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