For Business
Something has shifted in how buyers find, evaluate, and choose who they work with. Four generations of buyers now research online before they speak to anyone. AI is filtering who gets seen. Buying committees are bigger and harder to reach. The things that used to win business are not landing the way they used to.
You are not imagining it. And you are not alone.
Since 1995, Barrett has helped B2B and B2C organisations navigate every shift in how buying and selling evolve. We work with leaders and teams to build the sales systems, strategies, and cultures that generate sustainable growth – not just this quarter, but for the long term.
Our 2026 ANZ B2B research found three in four organisations fail to give buyers a clear reason to choose them. Those that close that gap carry four times fewer sales problems, stop competing on price, and get their seat at the table first.
The gap closes faster than most leaders expect, once you know where to look.