Frank Communications examined the purchase behavior of corporate decision-makers in B2B circles.

1. Decision-makers’
purchase behaviour
Questionnaire, june 2012
Frank Communications
FRANK COMMUNICATIONS OY Tel. +358 (0)9 4241 3377 frank@frankcommunications.fi
Ruoholahdenkatu 8, 00180 Helsinki, Finland Fax +358 (0)9 670 377 www.frankcommunications.fi

2. This is how we did it
Goal
• Find out how purchase decisions are made in companies, and
which factors influence these decisions
Realisation
• Online-questionnaire, personal e-mails and different social
media channels
Respondents
• 52 respondents (4,3 % response rate)
• 69 % in ideal working age (34 - 54 –years old)
• Top or middle management (57 % of the respondents)
• 77 % Makes or influences significant purchase decisions
• Business services biggest branch (77 % of the respondents)
• Majority of the respondents work in a company with less than
50 employees

3. Purchase processes stem
from an internal need
The factor initiating the purchase process in
the latest significant purchase
A need discovered by me (81 %)
A need discovered by someone else
in our organisation (70 %)
0 20 40 60 80 100

4. ”Outsiders” rarely have
an influence
Insignificant factors in the latest
larger purchase
Contact by a salesperson (87 %)
Marketing material directed to me/my
company (85 %)
New information from trade
fairs, company events or seminars (82…
A partner's suggestion (75 %)
Breakdown, accident or other sudden
events (58 %)
0 20 40 60 80 100

5. Internet has a strong role in
purchase decision-making
Most important sources of information
Internet search engines (e.g.
Google, Bing) (64 %)
Company websites (61 %)
Colleagues (50 %)
Internet news sites (43 %)
0 20 40 60 80 100

6. In larger purchases, experts
are trusted
Most important sources of information
in larger purchases
Colleagues in other companies
(50 %)
Independent experts/consultants
(48 %)
Company experts (43 %)
0 20 40 60 80 100

7. Directories insignificant
”I don’t use as an information source for
purchases”
Company directories (80 %)
Social media conversations (55 %)
Internet's peer reviews (52 %)
0 20 40 60 80 100

8. Buyers map out the decision
themselves
You end up on a buyer’s shortlist based on
these
Own research (89 %)
Recommendation by a trustworthy
party (83 %)
Familiarity of the supplier (79 %)
0 20 40 60 80 100

9. Meeting the needs is of utter
importance
Factors with biggest influence on purchasing
decision
The offer met our needs (80 %)
The price was suitable (56 %)
Supplier expertise convinced (40 %)
0 20 40 60 80 100

10. Little influence on the
purchasing decision
Chemistry with the salesperson (18 %)
Hurry, pressing need, schedule pressure
(12 %)
The supplier justified the benefits well
(8 %)
The salesperson kept his/her promise
(8 %)
The salesperson contacted me actively
(2 %)
0 20 40 60 80 100

11. Annoying for buyers
Unclear offers (73 %)
Salesperson's arrogant behaviour
(67 %)
Salesperson talks a lot, doesn't listen
enough (60 %)
Sloppy e-mail marketing (56 %)
Not responding the offer request
(50 %)
0 20 40 60 80 100

12. Valued in salespeople
• Expertise
• Understanding customer needs
• Familiarizing oneself with the
customer’s branch
• Punctuality
• Ability to solve problems
• Humble attitude
• Ability to admit being unable to offer a
solution

13. Key Findings
• Plenty of information is available and
buyers know how to use it
• Buyers tend to act independently and be
active
• The seller is brought in when the buying
process is already well on the way
• The benefits often need to be justified
already before meeting the buyer
• Expertise matters in larger purchases
• Salesperson’s personal characteristics
won’t make the deal but can ruin it

14. Key factors in successful
b to b – selling
• Offering useful information in the
channels used by the buyers (e.g.
websites)
• Bringing out your expertise already
before meeting your customer
• Internet coverage and visibility in
search engine results
• Listening and respecting your
customer

15. Want to learn more
Frank Communications
tel. +3589-4241 3377
frank@frankcommunications.fi
http://frankcommunications.fi
http://twitter.com/frankcomms
http://storify.com/frankcomms
http://www.linkedin.com/company/frank-
communications

16. Information in other sources
• Harvard Business Review: The End
of Solution Sales
(http://bit.ly/PAaIEH)