There is a widespread debate at present about what business to business (B2B) solution selling might look like in a few years’ time and what the ramifications are for sales professionals operating in this field. The major trend underpinning this thinking is the shift of power away from the product or vendor salesperson to the customer, enabled by the vast amount of high-quality information readily available online or through a range of relevant discussion groups and forums. If this trend continues, the protagonists argue, then the traditional B2B sales role will disappear and be replaced by a more transactional approach. Therefore, mature sales professionals will need to re-invent themselves in order to survive, and those entering the job market now will need to acquire a whole new skill set that is still evolving. It sounds scary and it is. So, what can you do about it if you are currently riding high as a commissioned, target driven sales jock?