The Top Factors That Slow B2B Purchases


B2B buyers say not having enough information was the top factor that slowed their most recent purchase, according to recent research from Showpad.

The report was based on data from a survey conducted in June 2018 among 656 B2B buyers based in the United States, the United Kingdom, and Germany who made a purchase in the previous 12 months.

Some 37% of B2B buyers say their most recent purchase was slowed by not having enough applicable information, and 32% say it was slowed by not having enough information overall.

Other top factors include difficulty in showing ROI (29% cited it as a factor in slowing the purchase), finding information confusing (27%), and not trusting information (21%).


B2B buyers say disagreeing over price was the biggest vendor-centric factor that slowed down their most recent purchase (38% cite).

Some 55% of B2B buyers say their purchase process is longer than it was 12 months ago, and 36% say it has stayed the same.

About the research: The report was based on data from a survey conducted in June 2018 among 656 B2B buyers based in the United States, United Kingdom, and Germany who made a purchase in the previous 12 months.


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