FRANK COMMUNICATIONS OYRuoholahdenkatu 8, 00180 Helsinki, Finland

Tel. +358 (0)9 4241 3377Fax +358 (0)9 670 377

frank@frankcommunications.fiwww.frankcommunications.fi

Decision-makers’ purchase behaviour

Questionnaire, june 2012Frank Communications

This is how we did itGoal• Find out how purchase decisions are made in companies,

and which factors influence these decisionsRealisation• Online-questionnaire, personal e-mails and different

social media channelsRespondents• 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

Purchase processes stem from an internal need

A need discovered by someone else in our organisation (70 %)

A need discovered by me (81 %)

0 20 40 60 80 100

The factor initiating the purchase process in the latest significant

purchase

”Outsiders” rarely have an influence

Breakdown, accident or other sudden events (58 %)

A partner's suggestion (75 %)

New information from trade fairs, company events or seminars (82 %)

Marketing material directed to me/my company (85 %)

Contact by a salesperson (87 %)

0 20 40 60 80 100

Insignificant factors in the latestlarger purchase

Internet has a strong role in purchase decision-making

Internet news sites (43 %)

Colleagues (50 %)

Company websites (61 %)

Internet search engines (e.g. Google, Bing) (64 %)

0 10 20 30 40 50 60 70 80 90 100

Most important sources of information

In larger purchases, experts are trusted

Company experts (43 %)

Independent experts/consultants (48 %)

Colleagues in other companies (50 %)

0 20 40 60 80 100

Most important sources of informationin larger purchases

Directories insignificant

Internet's peer reviews (52 %)

Social media conversations (55 %)

Company directories (80 %)

0 20 40 60 80 100

”I don’t use as an information source for purchases”

Buyers map out the decision themselves

Familiarity of the supplier (79 %)

Recommendation by a trustworthy party (83 %)

Own research (89 %)

0 20 40 60 80 100

You end up on a buyer’s shortlist based on these

Meeting the needs is of utter importance

Supplier expertise convinced (40 %)

The price was suitable (56 %)

The offer met our needs (80 %)

0 20 40 60 80 100

Factors with biggest influence on purchasing decision

Little influence on the purchasing decision

The salesperson contacted me actively (2 %)

The salesperson kept his/her promise (8 %)

The supplier justified the benefits well (8 %)

Hurry, pressing need, schedule pressure (12 %)

Chemistry with the salesperson (18 %)

Annoying for buyers

Not responding the offer request (50 %)

Sloppy e-mail marketing (56 %)

Salesperson talks a lot, doesn't listen enough (60 %)

Salesperson's arrogant behaviour (67 %)

Unclear offers (73 %)

0 20 40 60 80 100

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

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

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

Want to learn more

Frank Communicationstel. +3589-4241 3377

frank@frankcommunications.fihttp://frankcommunications.fi http://twitter.com/frankcommshttp://storify.com/frankcommshttp://www.linkedin.com/company/frank-communications

Information in other sources

• Harvard Business Review: The End of Solution Sales (http://bit.ly/PAaIEH)