Wednesday Wisdom: Most Buyers Find Non-sellers to Engage With Before Talking to Sellers

saraboostani
saraboostani Posts: 395 6senser
edited January 2025 in Research Road

Hi all,

We've discussed how over 70% of buyers engage in backchannel conversations with subject-matter experts, executives, or other non-sales personnel from vendor organizations before ever speaking with a rep.

For selling organizations, this means these conversations are happening—with or without their awareness. Managing them isn’t just about visibility; it’s about ensuring the right people are prepared. Training subject-matter experts and other likely backchannel contacts to recognize key buying signals, surface relevant insights, and bring in the right resources at the right time can help organizations avoid missed opportunities.

Our report outlines actionable steps for teams to better understand and manage backchannel conversations. If you haven't already, give it a read for some #WednesdayWisdom.

https://6sense.com/science-of-b2b/the-b2b-backchannel-most-buyers-find-non-sellers-to-engage-with-before-talking-to-sellers/

@Kerry

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Comments

  • [Deleted User]
    [Deleted User] Posts: 0 6senser

    My reaction to this: 😅

  • Kerry
    Kerry Posts: 188 6senser

    This is low-key mindblowing. At 6sense, we take active measures to open backchannels for our prospects. Every organization needs to at least look within to understand who their backchannels are, do some training and get some logging/measurement.

  • Brandon McBride
    Brandon McBride Posts: 311 ✭✭✭✭✭✭

    Petition to refer to this as the Shenanigan Rate.

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