INK SPOTS
Tactics, stats and trends that matter
CHANGING THE GAME
B2B SELLERS MUST CONSIDER NEW WAYS TO ENGAGE
Sellers have little opportunity to influence customer decisions According to Gartner’s survey of 750 B2B buyers, the ready availability of quality information through digital channels has made it far easier for buyers to gather information independently, meaning sellers have less access and fewer opportunities to influence customer decisions. Approximately 77% of the buyers said their purchase process is complex or difficult. In addition, Gartner research finds that when B2B buyers are considering a purchase‚ they spend only 17% of that time meeting with potential suppliers. When buyers are comparing multiple suppliers‚ the amount of time spent with any one sales rep may be only 5% or 6%.
DISTRIBUTION OF BUYING GROUP’S TIME BY KEY BUYING ACTIVITIES
17%
27%
Meeting with potential suppliers
Researching independently online
22% Meeting with internal buying group
18%
15%
Researching independently offline
Other
Note: This survey was done pre-pandemic.
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Winter 2022-23