B2B Buyers and Sellers Agree These Are “Buyer-First” Behaviors

June 29, 2021

This article is included in these additional categories:

B2B | Customer-Centric | Industries

LinkedIn B2B Sellers Behaviors Considered Buyer First June2021About two-thirds (65%) of B2B sellers say they always put the buyer first, but fewer than one-quarter (23%) of buyers agree, per LinkedIn’s 2021 State of Sales report [download page], which surveyed buyers and sellers in the US and Canada.

Fortunately, B2B buyers and sellers see eye-to-eye on what behaviors they consider to be “buyer-first.” Some 82% of sellers say that staying involved after the sale is important, while 88% of buyers agree. And, with half of buyers saying that providing misinformation is major deal-killing behavior, being completely transparent about pricing is important or very important for both buyers (82%) and sellers (89%).

Other important buyer-first behaviors include offering product tests, training and trials (77% of buyers vs 85% of sellers), providing free and easy access to product-related content (76% vs 87%), aligning with the buyer’s success metrics (75% vs 80%) and recommending different products or companies that better fit the buyer’s needs (72% vs 82%).

Even though buyers and sellers agree that these are buyer-first behaviors, discrepancies exist about whether sellers are actually practicing them. For instance, where close to half (46%) of sellers believe they are always transparent about pricing, only 3 in 10 buyers agree. Nearly 2 in 5 (38% of) sellers think they are recommending different products or companies that better fit the buyer’s needs, but only 1 in 5 buyers believe this is the case. This trend occurs across each of the behaviors identified.

Sellers say they face unique challenges when it comes to adopting a true buyer-first mentality within their organizations. Roadblocks such as a lack of the right skillset among existing sales talent (43%), emphasis on meeting short-term sales or revenue goals (42%), limited budgets (41%) and limited organizational commitment to training (41%) stand in the way of businesses evolving their buyer-first sales approach.

The full report can be found here.

About the Data: Findings are based on a January 2021 survey of 400 B2B buyers and 400 B2B sellers in the US and Canada.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This