Buyers don’t want more meetings. They want more answers.
But here’s the challenge: most sales teams are still operating like every big moment happens on the call. In reality, it doesn’t.
According to Gartner, buyers only spend 17% of their time actually meeting with suppliers. That’s across all vendors. So if you’re one of three in the running? You’re getting 5% – optimistically.
Which means the other 83% of the buying journey? It’s happening without you.
But that’s not bad news. It’s a huge opportunity—if you know how to show up when you’re not in the room.
Welcome to the 83% Zone.
This is where decisions are being made. Buyers are gathering feedback, researching options, and aligning with stakeholders long before your next meeting hits the calendar.
What they don’t want is another follow-up call or generic pitch deck. They want:
- A product that solves their actual pain
- A way to explore it on their own
- The ability to share it with others
- Clear value, up front
That’s where interactive product experiences come in. Self-guided demos. Personalized walkthroughs. Dynamic tours. These aren’t just sales tools – they’re decision accelerators.
They meet buyers where they are, in the moments between meetings, when curiosity strikes and internal consensus is forming.
In our 2025 Buyer Behavior Report, the trend is undeniable: buyers who engage with 9+ demos close at 8–10x higher rates. And those experiences are now rated the most valuable content on your site—above case studies, videos, and even free trials
Buyers don’t just want to be told. They want to see it – use it – share it. If your product is your best differentiator, make it accessible early and often.
Because in the gaps between meetings, they’re not waiting around. They’re moving on. Make sure you’re moving with them.
Let’s start enabling the 83%.
— Dan
3-Minute MasterClass
How We Sell in the 83%
From the News Room
Resources to Dig Deep
Gap Selling: You Only Get 17% of a Buyer’s Time.
Gartner says B2B buyers only spend 17% of their time actually meeting with vendors. That’s across all vendors. If you’re one of three companies in the mix? You’re lucky to get 5% of their attention.
Here’s what to do with the rest ->
Revolutionize Your Demos for Maximum Impact
Want to make your demos unforgettable? This session will teach you how to turn every demo into a competitive advantage.
Turn every demo into a competitive advantage ->
2025 B2B Buyer Behavior Report
We analyzed 6 million interactions from real B2B buyers to reveal exactly how modern decision-makers engage with demos, explore products, and make purchase decisions.
Decode the buyer’s journey you’re not seeing →
Facts & Figures That Made Us Think Twice
We Did a Double Take on These 👀
To Get More Time You Need to be Interesting!
Don’t wait for meetings to get your buyer thinking about you. Find a way to get in front of them.
Be interesting and they’ll be interested →
The Most Misunderstood Role in Tech Sales
These AEs often need mastery over not one, but two distinct sales motions.
When Your Summer Intern is a Gator
It’s easy to demo while OOO when you have a playlist of them on-demand.
We asked our reps to share the pets who cover for them while OOO →
