Market Research Logo

Understanding Buyer Needs

Understanding Buyer Needs

Understanding Buyer Needs examines sales intelligence research, and specifically sales intelligence focused on understanding buyers' business needs in the B2B market. The report seeks to answer key sales-related questions such as, What do B2B buyers want from their sales representatives and what characteristics are most important to buyers when making evaluation and purchase decisions? How important is a sales rep's ability to understand buyers' business needs? Besides the sales rep, what other factors might impact the deal? How does a sales rep's ability to understand buyer needs impact the buyer's perception of the solution? How are fundamental changes in the B2B selling environment impacting B2B sales professionals? After analyzing feedback from over 10,000 interviews with B2B buyers globally, Primary Intelligence provides the answers to these questions and more, highlighting which industries, geographies, and deal sizes are most successful when understanding B2B buyer needs. The research also examines indirect benefits from understanding business needs, such as improved buyer perceptions of product quality and a greater likelihood that buyers will recommend solutions to colleagues when sales reps understand their needs.


Report Overview
Key Report Findings
Software Industry Struggles Most to Understand Buyer Needs
Buyers in Larger Deal Sizes Require Greater Understanding of Business Needs
Larger Organizations Present Greater Challenges for Understanding Business Needs
Buyers Awarding Higher Ratings to Sales Teams in Recent Years
North & Latin American Sellers Outshine EMEA and APAC Reps
Understanding Business Needs Helps Win More Deals
Understanding Business Needs Boosts Buyer Perceptions of KPIs
Research Background and Methodology
Selling in the B2B Market
The Times they are A’ Changing
Respondent and Organizational Demographics
Respondent Departments
Respondent Roles
Respondent Vertical Industries
Overall Demographics
Recent Demographics
Sales Intelligence Research Results
Sales Importance in the Context of Overall Purchase Factors
Sales Rankings Highlight Importance of Understanding Buyer Needs
Overall Findings
Recent Findings
Understanding Business Needs
Overall Results Show Less than Half of Sellers Fully Understand Buyer Needs
Recent Results Mirror Overall Findings
Understanding Business Needs and Decision Satisfaction
Overall Results Show Linkage between Understanding Needs and Decision Satisfaction
Buyers Today Provide Harsher Ratings
Understanding Business Needs and Evaluation Length
Overall Results Show Little Connection between Evaluation Length and Understanding Buyer Needs 30
Buyers Today Give More “Average” Scores in Short Evaluations
Understanding Business Needs and Client Industry
Overall Results Show Software Reps Struggle Most
Today’s Buyers Rate Financial Services Reps Lower, Healthcare Reps Higher in Understanding Needs33
Understanding Business Needs and Deal Size
Overall Results Show Sellers in Small Deals Better Understanding Needs
Buyers Today Stingy with “Excellent” Ratings
Understanding Business Needs and Deal Size by Client Industry
Business Services
Financial Services
Hardware Solutions
Healthcare Services
Software Solutions
Understanding Business Needs and Deal Size by Wins vs. Losses
Overall Results
Recent Results
Understanding Business Needs and Organizational Size
Overall Results Show Better Understanding of Small Firm Needs
Today’s Buyers Judging More Sales Teams as “Average”
Organizational Size and Client Industry
Business Services
Financial Services
Hardware Solutions
Healthcare Solutions
Software Solutions
Understanding Business Needs and Organizational Size by Wins vs. Losses
Win Opportunities
Loss Opportunities
Understanding Business Needs and Decision Date
Overall Results Show Growing Percentage of “Excellent” Ratings
Understanding Business Needs and Decision Date by Client Industry Shows Volatility in Financial and Healthcare Services
Business Services
Financial Services
Hardware Solutions
Healthcare Services
Software Solutions
Understanding Business Needs and Decision Date by Wins vs. Losses
Win Opportunities
Loss Opportunities
Understanding Business Needs and Geography
Worldwide
Overall Results Show Strong Scores in North and Latin America
Cultural Differences May Impact Ratings
Today’s Buyers Assigning More “Average” Ratings in All Regions
North America
Overall Results Highlight Strong Results in Eastern and Central Regions
Today’s Buyers Awarding More “Average” Ratings throughout North America
Understanding Business Needs and Impact on Wins and Losses
Overall Results Show Strong Wins When Needs Are Understood
Buyers Today Stingy with “Excellent” Ratings
Understanding Business Needs and Outcome Strength
Overall Win Results Show Strongest Win Rates for Sellers who Best Understand Buyer Needs
Buyers Today Assigning More “Average” Ratings to Wins
Overall Loss Results Show Highest Ratings in “Average” Category
Buyers Today Gave Best Ratings to Weak Losses; Worst Ratings to Strong Losses
Understanding Business Needs and Competitive Advantage
Results Show Understanding Needs Leads to Greater Differentiation
Understanding Business Needs and Key Performance Indicators
Overall Product Quality Findings Show Strong Results for Sellers who Understand Business Needs
Buyers Today Mirror Overall Trends
Understanding Business Needs and Product Quality by Client Industry
Financial Services
Hardware Solutions
Healthcare Services
Software Solutions
Understanding Business Needs and Product Quality by Wins vs. Losses
Win Opportunities
Loss Opportunities
Understanding Business Needs and Product Quality by Deal Size
Understanding Business Needs and Product Quality by Worldwide Regions
Understanding Business Needs and Product Quality by North American Regions
Overall Recommendation Likelihood Results Show Greater Likelihood to Recommend Sellers who Understand Needs
Recent Recommendation Likelihood Results Mirror Overall Trends
Understanding Business Needs and Recommendation Likelihood by Client Industry
Understanding Business Needs and Recommendation Likelihood by Wins vs. Losses
Understanding Business Needs and Recommendation Likelihood by Deal Size
Understanding Business Needs and Recommendation Likelihood by Worldwide Regions
Understanding Business Needs and Recommendation Likelihood by North American Regions
Overall Future Business Results
Recent Future Business Results
Understanding Business Needs and Future Business by Client Industry
Understanding Business Needs and Future Business by Wins vs. Losses
Win Opportunities
Loss Opportunities
Understanding Business Needs and Future Business by Deal Size
Understanding Business Needs and Future Business by Worldwide Regions
Understanding Business Needs and Future Business by North American Regions
Recommendations and Conclusions
Appendix
Study Background and Context
Sales Effectiveness Metrics
Outcome Strength Background
Competitive Advantage Background
Key Performance Indicators Background
About Primary Intelligence
About Carolyn Galvin
Additional Information
Disclaimer
License
Contact Information

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report