Research Release: 2021 State of Buyer and Seller Alignment

SalesMastery Insights

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Sales Mastery, Releases 2021 Buyer Preferences Study  

Palm Springs, CASales Mastery, in conjunction with Korn Ferry, recently completed their survey of 350 buyers of B2B products and services. The study looked at buyers’ preferred sources for solving business problems and preferred point of engagement with sellers during the buying process. How sellers rank in these two categories has not improved since Miller-Heiman conducted their first buyer study two years ago.

The survey also compared buyers’ perceptions to distance/remote buying necessitated by Covid. Here, buyers and sales managers were largely in agreement about how effective sellers were in this new environment, a view slightly less positive than sellers’ view of their online effectiveness.

Buyers also saw more changes adopted during the pandemic likely to remain permanent or, at a minimum, a permanent component of B2B buying than sellers did during Korn Ferry-Sales Mastery’s 2020 Virtual Selling study (data gathered Sept-Oct 2020).

“We look for what is (remote meetings) and isn’t (seller engagement) changing,” said Jim Dickie, Research Fellow, at Sales Mastery. “We then offer our view on what actions sellers and their managers should consider based on this data.” He continued, “We outline five questions B2B selling organizations should address, including whether or not they are showing up where their buyers are now, and the makeup of their sellers to be successful now and in the next couple years.”

The full 20-page study is available by filling out the form at the bottom of this article.

For more information on this study and/or Sales Mastery Advisory Services, please contact 

Kim Cameron | +1 775-772-8688

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About Sales Mastery 

Sales Mastery is a research and advisory services firm focused on AI-for-Sales solutions and issues/best practices associated with Sales as a Profession. We believe the future has already arrived and belongs to companies that create a data-driven culture of continuous improvement. Our purpose is to work with and support clients’ efforts in this regard with ongoing research, an ever-growing library of digital content, and creating a network of sales executives, sales enablement, and ops leaders. Co-founders, Jim Dickie and Barry Trailer, each have more than 35 years of B2B sales and management experience, previously co-founded CSO Insights (now a research division of Korn Ferry), and have been featured in numerous publications including the Harvard Business Review, CRM magazine, Inc., and

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Barry Trailer

Barry Trailer

Barry is co-founder of Sales Mastery, a sales research and advisory firm focused on AI-for-Sales solutions and Sales as a Profession. His 40 years of sales and sales management expertise including co-founder of CSO Insights, (acquired by Miller Heiman/Korn+Ferry), president of Miller Heiman, and president of Goldmine software. Barry has researched thousands of companies, and coached advisory clients to successfully transform their sales organizations. He has a rich background and proficiency in all things B2B sales and brings this expertise to advisory services clients, sellers, and sales leaders through speaking engagements (pre-COVID), articles, videos, social posts, and more. He is currently an author/adviser to He has written for numerous publications and has been twice published in the Harvard Business Review and was twice a keynote for HBR’s Warsaw Sales Summit.

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