Something big is shifting in B2B buying – and most people have not caught up yet.
Over the past two years, McKinsey’s latest B2B Pulse survey (2024) shows buyers growing far more comfortable placing large orders through self-service digital commerce or remote conversations:
– 73 % of decision makers will spend more than $50,000 online or via a video call, up from 59 %.¹
– 39 % will approve deals above $500,000, up from 28 %.¹
– 20 % are ready to push past $1 million in a single remote transaction, up from 15 %.¹
I believe these percentages are unlikely to fall back. Remote buying is becoming the norm.
At the same time, the talent pool has exploded. The United States counted 72.7 million independent workers in 2024, up from 38.2 million in 2020 – nearly double in four years.²
Many of these independents sell “knowledge services” such as consulting, giving buyers unprecedented choice.
What this means for independent consultants and boutique firms:
👉 Supply has been rising and will likely keep rising. More independents enter the market every year, so competition intensifies.
👉 Generic positioning gets filtered out. Buyers scroll past “I do everything” profiles because they can quickly find specialists.
👉 Specialists win consistency. Consultants known for fixing a clear, high-stakes problem stay on shortlists and land repeat work, while generalists rely on sporadic referrals.
👉 Strategic focus protects revenue. Clear market choices – who you serve, which problem you solve, how you prove results – matter more than ever when clients can compare experts worldwide in minutes.
B2B buying culture is changing fast. Make sure your positioning is precise, your expertise visible and your message unmistakable before the next buyer searches the globe for the perfect fit.
Sources:
1. https://lnkd.in/g3zR_zfE
2. https://lnkd.in/gHXRN6da
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