Selling online can expand a B2B company’s reach, but new research shows it can also weaken the consultation customers rely on. I’ve helped lots of B2B companies sell online, and one thing always surprises them: Putting products on a website is the easy part. The heavy lift is changing how the company thinks about sales. That becomes even more obvious when a traditional B2B seller adds a direct-to-customer or self-service channel. Now all of a sudden, the sales folk are longer the only route...