It’s a simple fact that given a choice, B2B buyers will choose the path of least resistance. Like all of us, buyers are very busy and will always seek efficiency and simplicity. I have heard this referred to as the “lazy buyer syndrome”. That may be a bit harsh, but there is no question that you need to make things as easy as possible for buyers. You can significantly enhance Buyer Empowerment by automating order placement. “What technologies can we deploy to make the order p