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New Data Shows that Buyers Prefer to Buy Online

by WireBuzz, on May 20, 2021 11:59:53 AM

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The pandemic changed buyer expectations and caused the sales world to react. And while many are talking about life getting back to normal, it’s important we keep you focused on where business is headed. 

If you’ve been following WireBuzz since the beginning (2010), you know one of our superpowers is identifying the key developing trends and helping you adjust before the rest of your industry. 

Because early birds get the worms, there’s fresh data you need to know about. 

This week, WireBuzz CEO Todd Hartley and VP of Strategy Jason Fair, explore the most recent Mckinsey & Company B2B (Business-to-Business) buyer behavior data.

First, their research aligned perfectly with a stat we’ve been sharing with you for the last two years. Mckinsey discovered only 20% of buyers want to return to in person sales. 

That means, 80% of B2B buyers prefer going through a buying experience online...without face to face hand holding from a sales rep. BUT a lot of businesses aren’t prepared to provide this type of basic buyer expectation. We call it an on-demand buying experience.

This new Mckinsey stat on the changing B2B buyer behavior is in total alignment with what we’ve been telling you about since 2018 when we first saw a HubSpot stat that identified, “86% of buyers do not want to talk with a salesperson until they are ready to make a buying decision.”


So, why is this important for your business? 

Because if you position your business to sell your products and services the way your buyer prefers to learn, you’re going to crush your revenue goals. 

If you still don’t believe this is the way B2B buyers prefer to make purchases, check this out! 

McKinsey also discovered that, “more than three quarters of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions.”

So, what are your business takeaways?

First, you need to realize most buyers believe salespeople suck and they want to side-step them at every opportunity. Are you any different? 

If more than 4 out of 5 B2B buyers want to go on their own journey, shouldn’t your website be prepared to meet the buyer’s needs and expectations?

This means, for each type of buyer persona involved in your sales process, you need to have a hyper-relevant customer journey, with videos that also align with the needs, pain and frustrations of a very specific buyer.

Nobody understands how to optimize the sales process to best meet the needs of B2B buyers like WireBuzz. It’s our jam!

For example, the reason you need relevant videos on your customer journey page is because people are 4X more likely to watch videos than read text. So while buyers prefer to go on their own research journey...they ALSO don’t want to read. 


Reading is hard…

Reading requires buyers to burn far too many mental calories.

So, you have to make learning easy. 

And the best place to get started is by having Jason Fair share some of his best remote selling strategies with you. Click below to access Jason’s 20 minutes of free video based training. 

VIDEO: 20 Minutes of Free Learning:


Here’s the full McKinsey article titled, “These eight charts show how COVID-19 has changed B2B sales forever.” Click to review: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/these-eight-charts-show-how-covid-19-has-changed-b2b-sales-forever

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Sign up for Todd’s Remote Selling Bootcamp course!




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