Much is made of B2B buyers’ shift to getting halfway or more through the buying process before they even identify themselves as prospects. McKinsey & Company surveyed more than 1,000 buyers in a range of industries to identify their preferences when dealing with suppliers. They found that 76 percent of buyers find it helpful to speak with a salesperson when they are researching a new product or service.
That figure drops to around 50 percent for repeat purchases of products with new or different specifications. Those who want to reorder the same product or service make it clear they would prefer to do so online without interacting with a salesperson.
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