The 10 Sales Behaviors That Are Deal-Breakers for B2B Buyers

B2B buyers say the biggest deal-breakers in sales behavior are not understanding their business, talking too much, and not being supportive after a sale. According to Korn Ferry's research, understanding the business (55%) and demonstrating ROI/value (40%) are the biggest deal-makers.

In virtual selling, salespeople are seen struggling to communicate empathy effectively. Despite the pandemic, most B2B buyers say the length of the buying cycle for existing vendors/suppliers has not changed, but it has lengthened for new vendors/suppliers.

The research was based on data from a survey of 261 individuals who work for medium to large enterprises, and who are responsible for making B2B purchase decisions of $10,000 or more.