Buyers prefer different channels for engaging sellers depending on whether they are marking a 1st time or repeat purchase
Three quarters of B2B buyers find it helpful to speak to a salesperson when researching a new product or service.
That figure falls to half of B2B buyers for repeat purchases of products with new or different features, as only 1 in 7 B2B buyers want to speak to a salesperson when repurchasing exactly the same product or service.
The way sales people engage with customers must cater to the different needs of customers. (McKinsey).
More information on the topic can be found here:
When B2B Buyers Want To Go Digital And When They Dont, McKinsey, August 2017
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