Profile of Survey Participants
Key Business Owner Buying Decision Attributes
The following buying decision characteristics emerged from this survey:
When making a major purchasing decision, which medium is most helpful in learning about the product or service?
When making a major purchasing decision, which individual or group is most influential in helping you decide to make that purchase?
When making a major purchasing decision, which outcome is more important to you?
Which of the following is gives you confidence in a product or service? Two questions were asked.
When you purchase a product or service, what do you expect most from that product?
Given the relative balance between these findings, vendors should look to fulfill each of these attributes when designing new products or services.
How trusting are you of the information you receive directly from the vendor?
What feedback do you have on information received directly from the vendor?
When reviewing a vendor’s website, which feature would make you most likely to trust the vendor?
What is the most important way for a new vendor to initiative contact with you?
According to Gartner, 77% of B2B buyers state that their latest purchase was very complex or difficult. In addition, buyers are spending significantly less time with sellers, reducing their ability to influcent the purchasing decision. Utilizing the fundamentals of sales enabelment aids sellers in delivering more effective sales conversations and relevant content, leading to increased buyer engagement and increased win rates.
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