How to Influence B2B Buyers' Purchasing Decisions

Marketing Strategy — Wed., Jun. 9, 2021

A recent research conducted by RAIN Group has concluded that if you want to influence B2B purchasing decisions, it is important to uncover the potential buyer's full set of concerns and needs. 71% of buyers said that a salesperson's leading a thorough discovery of their concerns, wants, and needs is highly influential on their purchasing decisions.

Other effective approaches include showing what's possible/how to solve a problem, listening, making a clear ROI case, educating with new ideas and perspectives, and clearly communicating value. These approaches were found to have a high influence on B2B buyer purchase decisions among the survey respondents.

The report was based on a survey conducted in 2020 among 528 buyers and sellers around the world. It provides valuable insight on how to effectively influence B2B purchasing decisions.

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