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Suppliers provide just 47% of the information that buyers consult during a purchase decision. If most suppliers have three or four competitors, each individual supplier is left with just 10-15% of mindshare.
Only 14% of B2B buyers see a valuable difference between suppliers’ offerings.
The average B2B buying group includes 5.4 people.
Buying group conflict peaks 37% of the way through the purchase decision (long before Sales is contacted at 57% of the way through).
Less than 50% of willing buyers are also willing to advocate for purchase to the rest of the buying group.
Identity value (i.e., benefits to buyers’ self-image) motivates buyers to drive purchase consensus twice as much as any other type of value.
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