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Preferences and purchasing habits in the industry in figures


02-07-2019 Audrey Varin

Figures for carrying out effective communication campaigns

The purchase process has changed. What is known as the “buyer’s journey” bears no resemblance whatsoever to the same journey just a few years ago. Nowadays, the behavior of buyers in the B2B sector is becoming almost identical to that of buyers in the B2C sector. The only difference is that there is no impulsive side to the purchase.

In the B2B sector, buyers are primarily focused on satisfying a given need. Before they actually take the plunge and place an order for a product or service, your potential buyers inch their way forward and weigh up the pros and cons at every stage.

First of all they realize that there is a potential need or a problem that needs solving, before deciding to proceed with the purchase. The path to purchase or buyer’s journey features a number of highlights and can be divided into three stages:

 

Discovery phase

At this stage of the process, buyers realize that there is a need or a problem to solve, but they cannot actually put a name to it.

80% of an industrial customer’s path to purchase takes place on the Internet.

By the end of the first phase, buyers can start giving the issue greater thought. Once they have defined the problem, they can give it a name and start searching for a solution.

How do they come up with an effective response to a problem that has only just come to their attention? They begin by looking for a solution in the market and comparing different approaches and existing solutions

 

Consideration phase

Buyers have carried out various searches that have prompted them to consider different solutions to solve the problem. They will examine and compare them before choosing the most appropriate solution.

  • Three to six hours a week: the average time that industrial engineers spend carrying out searches on the Internet.
  • Six sites are visited on average by engineers during their searches
  • 56% of engineers subscribe to newsletters to receive information from their suppliers.

 

Decision-making phase

Buyers have identified the solutions to solve their problem and weighed up the pros and cons… now they are ready to choose one of those solutions.

At this stage of the process, buyers examine the different solutions in the market that can provide them with a satisfactory response, such as comparing several providers or customer reviews. This is where the sales department takes over and guides the buyer to the very end of the process before deciding to choose one service provider over another.

Five people on average will be involved in the decision to purchase in the industrial sector.

 

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