Truth Matters, for B2B Sales, Study Finds

Some 85 percent of business-to-business product vendors believe they are open and honest about their product’s limitations. Only 37 percent of buyers agree, according to a survey conducted by TrustRadius has found.

Vendors focus on providing material that buyers don’t find very useful or trustworthy, the survey indicates.  

According to buyers, the vendor’s website and representatives are less trustworthy and less influential than the other sources.

The typical B2B buyer uses about five sources of information. At least, that is what buyers claim. The top resources used were product demos, user reviews, vendor website, free trial, and vendor representatives.

Buyers don’t trust all vendor claims, nor do they expect to, the survey suggests. Buyers also want hands-on experience with the product and insights from existing customers.


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