If you want to influence B2B buying decisions, start by learning about all of the potential buyer’s concerns and needs, according to recent research by RAIN Group.

The report was based on data from a 2020 survey of 528 buyers and sellers around the world.

Some 71% of buyers say that having a seller conduct an in-depth discovery of their concerns, wants and needs has a big influence on their buying decisions.

Other effective approaches include showing what is possible / how to solve a problem (68% of buyers cite this as having a strong influence on their buying decisions), listening (68%), making a clear pitch on the return on investment (66%), educate with new ideas and perspectives (64%) and clearly communicate value (60%).


About the research: The report was based on data from a 2020 survey of 528 buyers and sellers around the world.

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