In B2B, a consultative approach is more valuable than discounts.

As the corporate relationship undergoes significant transformation, there is a growing appreciation for experience and consultancy-based models. By 2025, 89% of companies state they compete more on customer experience than on price or product, according to an OnRamp study. Meanwhile, a PwC survey shows that 73% of consumers consider experience a decisive factor in their purchasing decisions.

This behavior is also reflected in B2B negotiations, where loyalty depends on much more than service technology. According to Aline Swensson, CSO of Unentel, the fastest-growing B2B companies do not view the customer as a transaction, but as a long-term ally. “The use of AI, intelligent CRMs, and analytics is essential, but it is the consultative approach that transforms contracts into lasting partnerships,” she states.

The current trend combines intelligent automation and personalization. According to Forrester Research, companies that prioritize customer experience achieve up to double the revenue growth compared to those that do not have this practice as a priority. 

And the value of consultancy is not limited to face-to-face interactions. The B2B Pulse 2025 by McKinsey & Company indicates that e-commerce already accounts for 34% of global B2B revenues and that over 50% of buyers are willing to switch suppliers if they do not find a smooth and personalized digital experience.

Beyond tools, the value lies in anticipating scenarios. “Instead of merely responding, we seek to anticipate demands and propose customized solutions even before a question is formulated. This can only be achieved by knowing the customer and their needs well, both in-person and online,” explains Aline. “This balance between data, technology, and empathy is what ensures trust, renewal, and sustainable growth,” she concludes.