{"id":8789,"date":"2025-08-05T17:12:15","date_gmt":"2025-08-05T17:12:15","guid":{"rendered":"https:\/\/pros.com\/b2b\/learn\/?p=8789"},"modified":"2025-08-05T17:21:06","modified_gmt":"2025-08-05T17:21:06","slug":"collaborative-quoting-minimizing-sales-friction-better-results","status":"publish","type":"post","link":"https:\/\/pros.com\/b2b\/learn\/blog\/collaborative-quoting-minimizing-sales-friction-better-results\/","title":{"rendered":"Collaborative Quoting: Minimizing Sales Friction for Better Results"},"content":{"rendered":"
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In today\u2019s B2B landscape, digital self-service has become more than a convenience; it\u2019s an expectation. Buyers increasingly prefer the speed, convenience, and autonomy of online platforms. According to Gartner research<\/a> in 2022, 75% of B2B buyers prefer a sales-free buying experience, compared to just 59% in 2015. Additionally, it was anticipated that by 2025, 80% of all B2B sales interactions would take place through digital channels.<\/p>\n

Yet despite these expectations, insights from the Gartner B2B Buying Report 2023<\/a>\u202freveal a critical paradox: while B2B buyers lean toward digital channels, they often make\u202fbetter purchasing decisions when a sales representative is involved. This insight highlights a critical challenge: how can organizations balance the efficiency of the digital experience with the value of human interaction?<\/p>\n

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Why Hybrid Selling Outperforms Digital-Only Experiences<\/h2>\n

According to the report,\u202f43% of buyers using digital self-service report high levels of purchase regret, compared to just\u202f21% of those who received rep-assisted support. Even more compelling, the same study reveals that B2B buyers are\u202f1.8x more likely to complete a high-quality deal\u202fwhen they leverage supplier-provided digital tools\u202fin tandem with a sales rep.<\/p>\n

So, why does hybrid selling \u2014 the combination of digital tools and human support \u2014 outperform digital-only experiences?<\/p>\n

1.\u202fComplexity Overload<\/strong><\/p>\n

Many B2B purchases involve complex product catalogs, intricate configurations, or customized pricing. Buyers often struggle to navigate these alone. Without expert guidance, they may overlook critical details, misinterpret product specs, or fail to identify the best-fit solution.<\/p>\n

2.\u202fInformation Fatigue<\/strong><\/p>\n

Too much data, not enough context. Large digital catalogs can overwhelm users, especially new or unfamiliar buyers, leading to indecision and lost confidence. Without guided context, even the best product can get buried in noise.<\/p>\n

3.\u202fError-Prone Transactions<\/strong><\/p>\n

Self-service isn\u2019t foolproof. Mistakes in self-service purchases, from incorrect configurations to mismatched SKUs, are more common than you think. These errors not only delay procurement teams, but also erode trust in the buying experience and create unnecessary sales friction.<\/p>\n

4.\u202fStalled Journeys<\/strong><\/p>\n

Without a rep to answer questions, nudge the process forward, or tailor offers, deals often stall out. Abandoned carts are common in digital-only channels.<\/p>\n

Evolving Buyer Expectations in B2B Sales<\/h2>\n

Today’s buyers are more informed, independent, and particular about how they engage with companies throughout the purchase process. They\u2019ve become accustomed to seamless, personalized experiences as consumers, and they expect the same in their professional interactions. As a result, the sales process has fundamentally changed, forcing organizations to rethink how they engage, support, and convert modern buyers.<\/p>\n

The New B2B Buyer Trends:<\/h3>\n

1. Hybrid Processes<\/strong><\/p>\n

Buyers want the freedom to explore products on their own, through self-service tools and digital channels. However, they also value expert guidance at key moments, such as complex configurations or negotiations.<\/p>\n

2. Omnichannel Consistency<\/strong><\/p>\n

Purchases span multiple touchpoints, including online marketplaces, webinars, direct emails, trade shows, and direct sales interactions. They expect a unified, consistent experience no matter where they engage.<\/p>\n

The takeaway? Sales friction is the enemy. B2B sellers must deliver both speed and support, empowering buyers to move forward confidently\u2014while giving reps the tools to step in with precision. Solutions like Collaborative quoting are becoming mission-critical in bridging this gap.<\/p>\n

What is Collaborative Quoting?<\/h2>\n

Hybrid selling bridges the gap between digital convenience and timely human engagement. In a world where B2B buyers crave autonomy but still need assurance, Smart CPQ\u2019s Collaborative quoting capability offers the best balance of both worlds.<\/p>\n

Collaborative quoting is a powerful capability within PROS Smart CPQ<\/a>, designed to meet buyers wherever they are. It enables a flexible, digital space where online buyers, sellers, and partners can collaborate on quotes in real time.<\/p>\n

\"Collaborative<\/p>\n

Key Capabilities of Collaborative Quoting:<\/h3>\n