The Biggest Myth in B2B: People Buy from People (They Don’t)

Ah, the classic B2B mantra: "People buy from people." It's been uttered in countless boardrooms, tossed around during networking events, and plastered across sales training seminars. You’ve probably heard it at least a hundred times, and if you’re anything like me, you’ve even nodded along like it was the holy grail of sales.

But, here’s the kicker: it’s not true.

Yep, you read that right. The idea that B2B buying decisions are driven by relationships is one of the biggest myths in the history of business-to-business commerce. And before you start throwing your LinkedIn endorsements at me, hear me out. I promise, I’ve got some juicy data to back it up.

The McKinsey Revelation: No Zoom Calls, Please

In an eye-opening McKinsey study, researchers found that a whopping 27% of B2B buyers are willing to spend up to half a million dollars without ever speaking to a single human being. No phone calls. No Zoom meetings. No fancy steak dinners at overpriced restaurants.

Think about that for a second. A quarter of B2B buyers are out here making six-figure purchases without even needing to exchange pleasantries with another human.

This begs the question: if it’s not about the relationships, what the heck is it about?

B2B Isn’t About Handshakes Anymore—It’s About Access to Expertise

Once upon a time, sure, B2B relationships might have been a big deal. But the world has changed, and so have the buyers. Millennials and Gen Z are storming the gates of decision-making power, and guess what? They don’t want to sit on a four-hour Zoom call to "get to know you" or discuss how their weekend went.

They want the right solution to their problem, and they want it fast.

Today's B2B buyers are laser-focused on expertise, not relationships. They care about one thing and one thing only: Can you give them the information they need that they can’t find anywhere else?

Let’s be honest: nobody wants to sit on a long, drawn-out call to figure out the basics. When was the last time you heard someone say, "Gee, I really wish this sales call could last longer!"? Exactly. People want their information, they want it accurate, and they want it yesterday.

Buyers Are Doing Their Homework—Without You

The way we buy has changed, largely thanks to the internet. Remember when sales reps used to be the gatekeepers of information? Those days are long gone.

According to Gartner, the average B2B buyer is 57% of the way through the buying process before they ever talk to a sales rep. Why? Because they’ve already done their homework. They've researched online, read reviews, compared options, and watched videos. By the time they get to you, they probably know more about your product than your intern does.

That’s the beauty—and the curse—of the digital age. Information is readily available, and today’s B2B buyers are taking full advantage of that. They’re empowered. They’re savvy. And they don’t need to "build a relationship" to decide whether they want to buy.

What they need is solid information, delivered by experts, in a way that’s easy to access and digest.

Relationships vs. Expertise: The Real Reason People Buy

Now, don’t get me wrong. I’m not saying that relationships don’t matter at all. Of course, they do—to a degree. Nobody wants to work with someone they hate. But here’s the thing: relationships are not the driving force behind B2B purchases.

The real driver? Expertise.

Your buyers don’t care if you remember their birthday or send them a fruit basket. They care if you know your stuff. They care if you can solve their problem. They care if you can offer insights that they can’t get anywhere else.

And this is where so many B2B companies get it wrong. They focus so much on the "people buy from people" myth that they forget to position themselves as experts. They forget that today’s buyers value knowledge over niceties.

Millennials and Gen Z Are Changing the Game

If you’re still not convinced, let’s talk about the demographic shift that’s happening in B2B. Millennials and Gen Z are taking over. In fact, according to a study by Merit, 73% of millennials are involved in B2B purchasing decisions. And spoiler alert: They don’t buy like Boomers or Gen X.

Millennials and Gen Z grew up with the internet. They’re used to doing everything online—from ordering groceries to binge-watching entire seasons of Netflix shows. They value convenience, speed, and autonomy. They don’t want to waste time on unnecessary meetings or drawn-out sales processes. If they can do it online, they will.

This shift in buyer behavior is massive. It’s changing the way B2B transactions happen, and it’s proving, once and for all, that relationships aren’t the be-all and end-all of B2B sales.

B2B Buyers Want to Be Served—Not Sold

Let’s be real for a second: nobody likes being sold to. Not in B2C, and certainly not in B2B. B2B buyers want to be served. They want to feel like they’re in control of the buying process. They don’t want to be coerced or pressured. They want to make informed decisions based on solid data, expert insights, and their own research.

If you can position yourself as a trusted source of information—an expert who’s there to help, not to sell—you’ll win the hearts (and wallets) of today’s B2B buyers.

Because at the end of the day, it’s not about building relationships. It’s about building trust. And trust doesn’t come from how many coffees you’ve shared with a prospect. It comes from showing that you know your stuff and can solve their problem better than anyone else.

So, What’s the Takeaway?

The biggest myth in B2B—that people buy from people—needs to be put to rest once and for all. Relationships are nice, but they’re not what drives B2B sales. Expertise, trust, and access to valuable information are what truly matter to today’s buyers.

And as the next generation of decision-makers takes over, this trend will only continue to grow. Millennials and Gen Z are changing the game, and if you want to stay competitive in the B2B space, you need to adapt.

So stop trying to be everyone’s best friend. Focus on becoming the go-to expert in your field. Be the one who can provide the information they need when they need it.

Because in today’s B2B world, buyers aren’t looking for relationships. They’re looking for results.

And if you can give them that? You’ll have all the business you need—no Zoom calls required.