AIDA Is Dead (Kind Of). Long Live the 4 E’s.
Once upon a time — back when flip phones were cool and fax machines were still humming — sales had a magic formula. It was called AIDA:
Awareness → Interest → Desire → Action
Simple. Clean. Like a funnel built by IKEA. You moved a “suspect” (yes, that was a real term) from being vaguely aware you existed, to buying your product — all in a straight line.
Well… that fairy tale has expired. And no, you can’t revive it with a strong CTA and some LinkedIn retargeting.
Welcome to Modern B2B Buying: The 4 E’s
Today’s buyer journey is less of a funnel and more like a choose-your-own-adventure book — except they skip chapters, read spoilers, and consult five forums before making a decision.
Enter Gartner’s 4 E model:
Explore: They realize they need something. Hello, Google.
Evaluate: They consider options, ask peers, compare specs, stalk LinkedIn.
Engage: They finally reach out. Or ghost you after downloading a whitepaper.
Experience: They try it, use it, and then decide if it’s worth the money.
Oh, and they don’t do this in order. They jump around like a caffeine-fueled squirrel.
But Wait — Don’t Panic! Salespeople Still Matter (a lot)
Despite all the “digital replaces human” hype, buyers still want to talk to a real person. Someone who:
Doesn’t sound like a chatbot
Can explain things clearly
Helps them avoid buying the wrong thing and getting roasted in their next internal meeting
In fact, direct interaction with sales reps is still the most influential factor in B2B buying decisions. Who knew?
Why Salespeople Are Still the MVPs
1. Buyers Don’t Just Buy Products — They Buy Systems
No one’s buying your tool just to admire the UI. It has to fit into a messy, complex ecosystem of tools, processes, and approval flows. If you help them solve problems beyond your product, you’re not a salesperson — you’re a hero in business casual.
2. B2B Purchases = High-Stakes Office Politics
Buying something? Cool. Now justify it to your boss, finance, legal, and someone named Carl from procurement who seems to exist solely to say “no.”
Good salespeople help buyers survive this internal obstacle course.
3. Buyers Are Drowning in Info
There’s more data, noise, and “ultimate guides” out there than anyone has time to read. Good reps act like a GPS — cutting through the chaos and showing the fastest route to a smart decision (and bonus: fewer detours).
Buying Isn’t a Funnel. It’s a Netflix Series.
Modern buying isn’t a neat, linear process. It’s dynamic. Ongoing. Nonlinear. Basically:
It’s not a funnel — it’s a binge-worthy series with surprise plot twists.
Buyers:
Bounce between channels
Check out digital assets
Expect live demos
Want peer input
And occasionally, just want to “circle back later”
Sales models need to adapt to this chaos. Static processes don’t stand a chance in this choose-your-own-buyer-journey world.
What Sellers Can Do (Besides Cry)
1. Blend Your Strategy
Stop asking “digital or in-person?” That’s like choosing between coffee or oxygen. You need both. Buyers want the convenience of online info and the insight of human interaction.
The right combo depends on them, not your personal preference for Zoom or fancy lunches.
2. Work Cross-Functionally
Sales isn’t a solo act. Buyers want to talk to your product experts, support team, implementation lead, and — when things get real — your legal department.
Sales now involves managing experiences, not just conversations.
3. Train Your Whole Org, Not Just Sales
Sales readiness without organizational readiness is like giving your sales team a Ferrari… and asking them to drive it through a cornfield.
Everyone who touches the customer experience — marketing, product, ops — needs to understand how buyers actually buy today. It’s no longer “sales’ job” alone.
Final Word: Selling Isn’t Dead. It’s Just Evolved.
So no, solution selling isn’t obsolete. It’s just grown up. Gotten smarter. More complicated, sure — but also more rewarding.
If you’re clinging to the old funnel model hoping for a comeback… might be time to let it go.
The modern B2B buyer doesn’t want to be “pushed” down a funnel. They want a guide. A translator. A co-pilot. Someone who can help them navigate the noise and make a confident decision.
Be that person. Bonus points if you can do it with a good GIF and minimal jargon.