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According to the findings of a global survey released today by SAP, a survey conducted by an independent research firm, Loudhouse revealed that personalized direct engagement is still the preferred method of contact
among business buyers. The survey polled more than 1,220 senior personnel responsible for purchasing goods and services within organizations of all sizes across vertical industries in the United States, UK/Ireland, France, Australia, India, Brazil, Mexico, Italy, the Netherlands and the Nordics.
Key findings include:
- Face-to-face interactions are crucial in the final stages of the buying process, with 60 percent of those polled using it to make final decisions and 43 percent to shortlist vendors.
- 75 percent of respondents said they usedWeb searchesto identify vendors, followed by 73 percent using vendor Web sites and 71 percent tapping into social media and blogs.
- Trust is the single most important factor when buying from vendors, but 60 percent say they are less tolerant and trusting of
salespeople generally.
Trust Matters
By providing evidence and helping buyers understand how a product fits into their day-to-day experiences, companies can reassure buyers and help alleviate risks. Highlighting this point, 88
percent of respondents said they want to feel good about the purchase decisions they make based on due diligence, guidance and the trust they have with vendors.
One-size-fits-all Sales Pitch Not Effective
Buyers today are frustrated as most vendors push marketing messages with traditional tools that don’t meet their needs. According to the research, 80 percent of buyers say vendors approach them with canned sales pitches and 75 percent feel they are way ahead of a salesperson who is supposed
to be “helping” them. Vendors need a combination of contextualized marketing and service, fully integrated processes across all sales and commerce channels and a platform built on customer intelligence.
Salespersons are expected to be knowledgeable
“When selling to empowered customers, there is an expectation that the sellers know more than the buyers,” said Jamie Anderson, senior vice president, Marketing, Customer Engagement & Commerce Solutions, and SAP. “And more importantly, customers want to be sold in ways that are contextual,
relevant and personal. Therefore, companies are expected to create unique and personalized interactions, which keep customers engaged along every step of their buying journey.”
