The latest 2025 B2B Buyer Experience Report from 6sense reveals a fundamentally changed buying landscape — one where buyers decide long before you ever get a call. For elite professional services firms, this is both a threat and an opportunity. The winners will be those who don’t wait to be discovered but engineer their presence into buyers’ decisions early.

In short, buyers conduct and conclude much of their evaluation independently, and early, long before most professional service firms ever influence them. That’s a profound strategic shift.

If your acquisition strategy still depends on: a website or content waiting to pull buyers in, sales conversations that start after buyers discover you, random referrals, or sporadic networking that happens to surface you. You’re at risk.

Why? Because buyers now arrive with preferences already formed — and they only talk to you if you were in their early research frame. For elite firms that don’t have enterprise budgets or AI-powered demand engines, this can feel like being shut out of the race before it begins.

If buyers decide before you ever speak to them, the firms that win will be those buyers have already heard of, through someone they trust.

Let’s make sure that someone is you.

Can I Borrow Your Car reframes acquisition around real human influence instead of digital noise. The Strategic Referral Team provides the system to operationalize it.

If you’re interested in taking your business a step further, head over to my Substack to read the full article and subscribe to Can I Borrow Your Car.