B2B sales conversations aren't disappearing, they're becoming far more difficult to earn. With AI now meeting most of the need for basic product information, the bar for human interaction has risen sharply. Buyers are deciding, faster than ever, what earns their attention, what deserves their trust, and whether a seller has truly earned the right to shape how they think. 

After surveying 499 B2B buyers and 441 B2B sellers, five findings stood out: 

• Resistance to the traditional sales interaction is rising sharply 
• Buyers enter conversations with a "solution bias" 
• Engagement is decided in moments 
• Buyers trust partners, not "reps" 
• Seller confidence is high; execution is under pressure. 

Even though sellers are a bit optimistic, buyers enter the dialogue with a much stronger solution bias and are no longer willing to engage product sellers. 

The good news: sellers who are trusted, demonstrate a deep understanding of their customer's business, and offer custom solutions (providing insights that can't be gleaned from an AI chat) will be rewarded. 

The bad news: change is no longer an option, and change isn't easy.