Metric Monday: Timing in B2B Buying – Winning vs. Losing Vendor Contact Points

saraboostani

If you've come across any part of 6sense Research's B2B Buying Journey Research, you've likely encountered the stats: B2B buyers are 70% through their buying process by the time they engage sellers directly, and, when they do engage, they do it at a time of their choosing, reaching out first to the vendor that ultimately wins the business 84% of the time.

We also found that when contact is successfully made before this point, it actually lowers the likelihood of winning the deal - regardless of whether the initiation comes from the buyer or the seller.  At what point does early contact typically happen? 

• If buyers initiate contact with losing vendors, it happens substantially earlier, at around 60% through the journey 
• If buyers are contacted by the losing vendor and engage, that also happens substantially earlier, at 64% of the way through the buyer’s journey

Buyers are ready when they're ready and it happens on their terms. They rarely engage before they are (see the chart below) and when they do, it often leads to unsuccessful deals. It suggests that engaging with sellers before buyers are ready might not be a positive experience for the buyer. 

Note: The size of the bubble indicates how many respondents were in that category

Think back to the last time you were in a store and an employee followed you around asking how they could assist you before you had the chance to explore, understand your options, and determine your needs. The best experiences occur when they simply let you know they are there to help if needed. It appears to be no different in B2B. Instead of pressuring buyers for meetings, focus on building relationships and providing educational content that helps buyers progress through their buying journeys. Stay tuned for data from our recent 2024 BDR survey, revealing insights into how many BDRs are engaging in such educational relationship-building activities today.

Kerry

Love this post, Sara! As it turns out, we're the same people when we're buying at work as we are when doing it for ourselves. Don't want to be sold. Want to find what suits us best. This is so important for everyone to understand!