Buyers Are Spending More Alone - Here’s Why It Matters

Why Buyers Are Spending More Without Talking to a Sales Rep & and What That Means for Your Business

Over the past few years, there has been a major shift in how people buy, especially in B2B and SaaS.

Five years ago, most deals above £10K needed a call with a salesperson, a demo and probably a few rounds of negotiation. Today, that has completely flipped.

The Rise of the Self-Serve Buyer

According to Gartner, 75 percent of B2B decision-makers now prefer a rep-free experience, and 70 percent are willing to spend over $50,000 without ever speaking to a human.

That is a huge behavioural shift.

Buyers are now confident and informed enough to make high-value purchases purely based on what they see online. They trust the brand more than the rep.

And the numbers prove it.

Median SaaS contract values have risen from around $22K to $26K in just one year. Companies with strong self-serve and digital channels are growing twice as fast as those relying solely on outbound sales. Some decision-makers are spending as much as $500K entirely through self-serve funnels.

This is not a niche trend anymore. It is the new normal.

Why This Is Happening

There are three main reasons driving this change.

Trust is built online, not on calls. Buyers want proof before conversation. Case studies, video testimonials and authentic social content build trust far better than a pitch deck ever could.

People crave autonomy. No one enjoys friction, waiting for follow-up emails or sitting through discovery calls. When your content already answers their questions, they move faster, and they do so confidently.

Social proof sells better than salespeople. When clients share your wins or your brand shows consistent results, that proof converts. People trust people, not logos.

What This Means for Your Business

If you want people to spend more without a sales rep, you need to build a digital presence that sells for you.

That means:

• A consistent, high-quality social presence

• Clear, conversion-focused storytelling that positions your offer

• Client results and testimonials that create instant credibility

• Regular content that keeps your brand visible and trusted

When done right, your social media is not just marketing. It becomes your top salesperson, available 24/7.

The goal is not to replace sales teams entirely but to make every sale easier, faster and higher in value because the buyer already believes in your brand before they ever reach out.

Start by asking yourself:

• Does your online presence clearly show what you do, who you help and why you are different?

• Would someone trust you enough to spend £10K or more purely based on what they can see online?

• Are you creating content that builds credibility or simply filling space on your feed?

If the answer is “not yet”, that is your biggest growth opportunity.

The Bottom Line

You don’t need more *SDRs. You need more proof.

Invest in your brand presence, your content and your social storytelling. Buyers today are not waiting for your pitch. They are already making decisions long before you get the chance to deliver it.

The brands that understand this shift are the ones closing more deals with less effort.

If you need support bringing this strategy to life, reach out to Media House Agency. We help B2B SaaS brands turn digital presence into measurable growth.

*Sales Development Representative. SDRs handle the top of the sales funnel.

They warm up leads and pass them onto closers or account managers.