Today, we’re more clued up than ever about how B2B buyers buy. We know, for example, that sales are taking longer, that buyers are more independent (they probably don’t want to speak to your sales people) and that their shortlists are rarely as well researched as we might hope. Let’s take a look at the buying process in B2B.
Buying process in B2B: Buyers Base Choices on Familiarity, Trust
Far from being meticulous or even fair in their comparisons of features, functions, service or expertise, for the most part buyers rely on their brains, their guts and their peers in the buying process in B2B.
