Architects and designers are changing how they choose and specify products.
With better digital tools and easier access to information, more specifiers now prefer self-service over dealing with sales reps. This article looks at why self-service is becoming the norm and what product companies and sales consultants can do to stay relevant.
The rise of self-service in specification
If 10 years ago architectural product companies didn’t exist unless they had a prime-location showroom, today companies disappear unless they have excellent digital presence.
Specifiers want quick and easy access to product details, technical info, certifications, and sustainability data—without having to wait for a sales rep. This is driving the rise of self-service tools like smart search engines, interactive configurators, and real-time data platforms that simplify the specification process.
Big platforms like Archiproducts and Architonic are growing rapidly, while newer players like Acelab (USA) and Casoca (Brazil) are making specification even more seamless with data-driven solutions.
This shift isn’t just a passing trend—it’s a deep, generational change backed by research. According to Gartner, 75% of B2B buyers now prefer to buy without talking to a sales rep, and Forrester found that while 63% of sales leaders see this shift, only 37% are doing something about it.
And the real transformation is still ahead.
From our own research at Stylib , reps spend ~40% of their time sharing product information with specifiers. So what will happen when self-service tech moves beyond aggregators and into the supplier’s world? AI-driven chatbots and virtual sales agents are set to change how product data is accessed and used.
For manufacturers who keep their data structured and high quality, AI will make it easier than ever to search, analyse, and retrieve product details instantly. This will cut out a lot of the back-and-forth and push suppliers to rethink how they engage with customers – and possibly bite into the role of sales consultants.
Think this isn't real? Check out where YC investments are going
Y Combinator (YC), one of the most influential startup accelerators, has been backing AI-powered sales agents, highlighting a future where automation plays a major role in B2B transactions. Companies like Regie.ai, Copy.ai, Sameday, Truva, Origami, Champ, Revi, and Bluebirds, all backed by YC, are leveraging AI to handle enquiries, qualify leads, and even close deals—pushing self-service technology further than ever before. This shift shows that AI-driven solutions are not just a concept, but an emerging reality that businesses need to prepare for.
Again, this is not a passing trend – and I wouldn’t put my money on a product company that believes this won’t impact them
Organisations can’t ignore data streaming
For manufacturers and suppliers, the shift towards self-service is a wake-up call.
Keeping product data scattered across PDFs, outdated websites, and sales brochures is no longer viable. To meet the expectations of modern specifiers, companies must ensure their data is structured, up to date, and accessible through digital channels.
This means investing in robust data streaming—centralised systems where product information is clean, searchable, and ready to be used by self-service platforms and AI tools. Without this foundation, even the best AI solutions will struggle to provide meaningful answers, and specifiers will turn to competitors with better digital infrastructure.
Where sales consultants can still win
Does this mean sales consultants are becoming obsolete? No – but their role is shifting.
In a world where routine queries can be answered instantly by AI, the value of a sales consultant is no longer in providing basic information. Instead, their strengths lie in areas where technology still falls short:
- Curation: Helping specifiers navigate a vast product landscape and identify the best fit for their specific needs.
- Creativity: Offering inspiration, innovative solutions, and insights that go beyond raw data.
- Holistic Project Understanding: Interpreting a project’s broader context, anticipating challenges, and guiding specifiers through complex trade-offs.
Rather than acting as gatekeepers to information, consultants who embrace digital tools and focus on high-value expertise will remain indispensable in the specification process.
The Future is Hybrid
The future of specification isn’t just self-service—it’s a balance. The most successful suppliers will be those who combine seamless digital experiences with expert human guidance where it truly matters. By embracing this shift, both organisations and sales professionals can stay ahead of the curve, providing specifiers with exactly what they need, when they need it.
(1) Gartner 2022 B2B Buyer Survey
(2) Forrester’s 2023 Global B2B Buyers’ Journey Survey
