More than 70 percent of B2B buyers fully define their needs before engaging with a sales representative, and almost half identify specific solutions before reaching out, according to a new report from CSO Insights, the research division of Miller Heiman Group.
The 2018 Buyer Preferences Study, based on a global survey of 500 decision-makers, finds that most buyers wait to contact sellers until late in the sales process. In addition, just 23 percent of B2B buyers view sellers as a top resource for solving business problems, only one-third (32 percent) say sales reps exceed their expectations, and more than two-thirds (68 percent) see little to no difference between vendors.
This creates a B2B buyer apathy loop, according to the study. To break this cycle, sellers must understand their customers’ businesses, demonstrate excellent communication skills, focus on post-sale success, and provide buyers with perspective. Selling with perspective offers the greatest opportunity to differentiate and exceed buyer expectations, the report finds.
“As the consumer shopping experience moves to a model that cuts out salespeople, B2B sellers must adjust by bringing insights and expertise into the sales process,” said Seleste Lunsford, Managing Director of CSO Insights. “Sales reps today must add value beyond simply facilitating transactions, or they run the risk of being replaced by technology.”
The report finds that it’s not all bad news for sellers. Buyers still want to engage with sales reps under the right circumstances. Almost two-thirds of B2B buyers (65 percent) find value in discussing their needs with salespeople, and only 3 percent want to make all their purchases online and never work with sellers again.
In addition, 90 percent of buyers are open to engaging sellers earlier in the buying process, especially when facing a new, risky or complex situation.
Lunsford said sales organizations can overcome the buyer objections outlined in the study by embracing a model of selling with perspective – a value-added approach that represents the evolution of solution selling.
“Buyers want to be educated with insights and expertise,” she said. “They’re looking for sellers to bring new ideas, help shape their vision and make them aware of solutions they hadn’t considered. They want perspective.”
The 2018 Buyer Preferences Study is based on a global survey of 500 B2B decision-makers responsible for making purchases greater than $10,000 at companies with revenue of $250 million or more. Respondents represented 25 industries and a range of functions, including IT, accounting, operations, product, marketing, purchasing and HR. The survey included responses from North America (50 percent), EMEA (30 percent), APAC (18 percent) and LATAM (2 percent).
For more information, download the full report here, https://info.millerheimangroup.com/WP-2018-05-30BuyerPreferenceStudy.html.
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About CSO Insights
CSO Insights is the research division of Miller Heiman Group, dedicated to improving the performance and productivity of complex B2B sales. The CSO Insights team of respected analysts provides sales leaders with the research, data, expertise, and best practices required to build sustainable strategies for sales performance improvement. CSO Insights’ annual sales effectiveness studies, along with its benchmarking capabilities, are industry standards for sales leaders seeking operational and behavioral insights into how to improve their sales performance and to gain holistic assessments of their selling and sales management efficacy. Annual research studies address sales and service best practices, sales enablement and sales performance optimization. For more information, visit www.csoinsights.com.
About Miller Heiman Group
Miller Heiman Group is the global leader in providing organizations the sales methodology plus technology to drive revenue. The organization consults with successful brands, both large and small, to implement training, technology and coaching that drastically changes business outcomes. Through a combination of system innovation, unique industry research and proven learning approaches, Miller Heiman Group is future-proofing clients through the next wave of sales disruption. For more information, visit www.millerheimangroup.com.
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