sales reps Gartner, B2B buyers now spend only 5% of their purchasing time meeting with sales reps . In this highly constrained environment, every meeting must create a memorable and personalized experience. According to the Global B2B Payments Playbook, 85% of B2B buyers place as much importance on the purchasing experience as on the products themselves, making the customer experience a differentiator as powerful as the product offering.

The ability to tell a story creates an emotional connection with the buyer and deepens their understanding of your offering. By organizing marketing content into storytelling journeys (videos, images, 3D renderings, etc.), sales representatives can engage buyers in a more interactive way, hold their attention longer, and convey the key messages that truly influence purchasing decisions.

The white paper outlines six key steps: preparing your presentation by getting to know your prospect (according to Uptoo, 70% of success depends on preparation), understanding the buyer’s needs through active listening, adapting your pitch and presentation in real time, answering questions with the right argument at the right moment, highlighting benefits rather than features, and providing a personalized and context-specific proposal.

According to Jeff Ernst, 65% of a sales representative’s time is not spent on selling. By centralizing all marketing content in a dedicated app—accessible offline and connected to the CRM—sales enablement eliminates time-consuming tasks such as searching for content, manual customization, and CRM data entry. The result: an estimated time savings of 45 minutes per meeting at EDF, and a 50% reduction in preparation time at Safran Electronics.