University of Kansas: B2B Sales Now Require a 'holistic' Selling Approach, Study Finds
August 21, 2025
August 21, 2025
LAWRENCE, Kansas, Aug. 21 (TNSjou) -- The University of Kansas issued the following news:
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B2B sales now require a 'holistic' selling approach, study finds
Global business-to-business (B2B) sales are expected to reach $36 trillion in 2026, with about a third in the United States alone.
However, the foundational elements of B2B selling are changing significantly in response to shifting buyer behavior, according to a new study.
* * *
B2B sales now require a 'holistic' selling approach, study finds
Global business-to-business (B2B) sales are expected to reach $36 trillion in 2026, with about a third in the United States alone.
However, the foundational elements of B2B selling are changing significantly in response to shifting buyer behavior, according to a new study.