Today B2B buyers don’t engage salespeople until they are 65-90% of the way through the sales cycle. We do much more of our own research before contacting the companies we think are the top 1-2 providers.
Buyers don’t accept the standard corporate sales rhetoric like they used to. As consumers, we’re accustomed to relying on peer reviews on Yelp, Amazon and TripAdvisor, and now expect the same in our business transactions. Peer influence is now the #1 factor in B2B purchase decisions.
The need is very clear. Businesses must make access to their customers’ success stories―written, recorded or live― effortless and plentiful. Those stories are your competitive advantage and are more effective than data sheets and PowerPoint presentations.