Salespeople will always prefer in-person sales meetings over their digital counterparts. Whilst a digital sales meeting still presents the same opportunity for rational fact finding, it also removes the nuances and opportunities of emotional fact finding. Being able to read nonverbal cues and adapt their approach accordingly is a staple skill of any great salesperson, so it’s no surprise that they prefer to avoid digital sales meetings. Many salespeople also possess a power of personality that can steer prospects towards a transaction, which can also be lost during sales meetings. It’s this latter skill that is increasingly driving buyers to preferring digital sales interactions. They don’t want to feel under any pressure to make a decision and with self-serve transactions becoming increasingly common, the buyer is more in control of the sales process than ever. Digital sales journeys give them a perceived safe space where they feel in control and can make considered decisions without the emotional influence of a salesperson in the room. For vendors, this means they need to take action on two fronts. The first is to convey a sense of scarcity in their digital sales activities - this will help to keep sales journeys timely. The second is to ensure that their salespeople are well trained and prepared to listen, so that when physical sales interactions do occur the buyer doesn’t feel pressured or uncomfortable.