Harvard Business Review: What B2Bs Need to Know About Their Buyers
A survey by Bain and Google of 1,208 people at U.S. companies who are involved in buying software, cloud hosting, hardware, telecommunications, logistics, marketing, and industrial equipment revealed a set of misconceptions among sellers about how buyers behave. Sellers don’t realize that 90% of buyers choose a vendor that was on a short list at the beginning of the sales process; they focus too much on high-level decision-makers, underestimating the number of people inside the buying company who have influence; they rely too much on digital channels, neglecting physical selling; and they don’t realize how much the product demonstration factors into buyers’ decisions.
September 21, 2022
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