BUYERS SAY…
Which resources relate to “increased trust of a new technology product?”
milkshake 9
consideration, action—all happen in
unexpected ways and through channels
outside of our control.”
Magnera believes that adding complexity
is helping decision-making teams continue
to grow. “I’ve been told the industry average
for a complex B2B sales is around 10 team
members. I can tell you that the number of
individual stakeholders involved in most of
our deals flex between 15-20. It’s incredibly
difficult to navigate as each stakeholder
seeks to complete very different buying jobs
spanning problem identification, solution
exploration, requirements building and
supplier selection.”
You can add to the fact that these buying
teams are better informed than ever before.
Today’s buyers rely more on independent
discovery—and are more confident in the
resources available at their fingertips. “Their
networks are bigger, which means feedback
is more abundant and readily available. And
they own the engagement process. They
expect, or more accurately, demand—a
personalized experience.”
Adding a human touch
Like so many business owners, Mitchell
is inundated with sales solicitations from
a variety of software providers, lead gen
services, etc. With each, he and his team are
able to check out potential vendors via their
websites for credentials. Depending on the
vendor, the product, etc., MLT Creative may
or may not want more info. If they do, and it
is even remotely interested in buying, MLT
wants to speak to a human.
“This has to happen on my schedule, on
my terms,” Mitchell says. “I don’t think B2B
buying decisions are made on impulse. They
are based on business. I’m often testing a
new solution on behalf of my business and
our clients. It’s all about multiple touch points
and the stages of awareness, consideration,
comparison and decision. The prospective
vendors that work with me often win my
business.”
In the end, it is all about taking that first
step, particularly asking for positive reviews
from customers and clients. “Help them help
you,” Mitchell says. “Proactively mention
what you would appreciate them saying
about you. Make it easy for them to help you.
They are more than likely very willing to do
so, but may not know what you’d like them
to say.”
Professional peer reviews
(colleagues, thought leaders): 51%
Vendor experience: 45%
Other users: 33%
Case study: 31%
Analyst report: 30%
Friend/family reviews and
recommendations: 30%
Consultant: 25%
Blogs/forums/discussion boards: 21%
Company mandate: 14%
Agency: 9%
Advertisement: 6%
Promotion: 6%
None of the above: 10%
July 2022