Rep-free B2B journey

영업사원 없는 B2B 구매여정

Buyers self-serve through research and trial, requesting a person when needed.

···
html
<div class="rep"><div class="rep-flow"><div>PRODUCT<br>DETAILS</div><i></i><div>COMPARE</div><i></i><div>TRIAL</div><i></i><div>DECIDE</div></div><div class="rep-branch"><button id="rep-help">NEED EXPERT HELP?</button><span id="rep-answer">SELF-SERVICE PATH OPEN</span></div></div>
css
.rep{width:min(91%,760px);display:grid;gap:clamp(14px,4vmin,31px);font:900 clamp(10px,max(2vmin,1vw),16px)/1.1 sans-serif}.rep-flow{display:flex;align-items:center}.rep-flow div{flex:1;min-width:0;display:grid;place-items:center;text-align:center;min-height:clamp(42px,12vmin,88px);border:2px solid var(--line);background:var(--surface);transition:.4s}.rep-flow div.on{background:var(--accent-2);color:#211b19;border-color:var(--fg);transform:translateY(-4px)}.rep-flow i{flex:0 0 3%;height:2px;background:var(--fg)}.rep-branch{display:flex;align-items:center;gap:clamp(7px,2vmin,16px);border-top:2px dashed var(--line);padding-top:clamp(8px,2vmin,17px)}.rep-branch button{border:2px solid var(--fg);background:var(--surface);color:var(--fg);padding:clamp(7px,2vmin,14px);font:inherit;cursor:pointer}.rep-branch span{color:var(--accent);font-size:clamp(10px,max(1.7vmin,1vw),13px)}
js
const steps=[...document.querySelectorAll('.rep-flow div')];let i=0;function show(){steps.forEach((s,n)=>s.classList.toggle('on',n===i));i=(i+1)%4}show();setInterval(show,1250);document.getElementById('rep-help').onclick=()=>{const a=document.getElementById('rep-answer');a.textContent='EXPERT JOINED FOR COMPLEX QUESTION';setTimeout(()=>a.textContent='SELF-SERVICE PATH OPEN',2300)};

A rep-free B2B journey lets buyers research and compare without speaking to a supplier representative first. A 2025 Gartner survey reported that a majority of respondents preferred a rep-free buying experience.

The demo buyer moves through product details, comparison, and a trial independently, with an optional consultation branch for a complex requirement. Clear information and trial access matter.

Self-service does not eliminate every conversation. Large commitments and exceptions can still benefit from expert help.

When to use

Use it to redesign mandatory contact points and content access on a B2B site.

Open as page ↗