As part of the 2021 SavvySME B2B Jobs Report, which analyses the relationship small to medium-sized enterprises (SMEs) have with B2B sellers, SMEs were asked, “Why have you lost interest in partnering with a potential B2B seller?”
And, the top four answers unsuspectedly had nothing to do with pricing.
63.9% of respondents lost interest in potential B2B sellers when they received an impersonal first response
Han Teng, SavvySME Top Influencer in Public Relations and Advertising, stresses that connections are the foundations of business:
“Ultimately, business is two people representing their companies coming together discussing a deal.” “From the first email to the first meeting.”
Slightly more than 3/4th of surveyed respondents refused to do business with suppliers who took too long to respond to their initial inquiry or request for a quote.
Business etiquette expert Judith Kallos notes that a quick response not only provides a positive first impression but allows sellers to separate themselves from other sellers:
“The quicker you respond, the more favorable of an impression you will make. With new contacts, know that onliners email several sites or companies at once. Those who respond quickly and professionally will have the coveted opportunity to create an incontestable positive impression. In contrast, those who respond at their convenience may cause the Sender to wonder what delayed your response while your competitors beat you to the punch!”
Less than 1/3rd of potential buyers pointed to a shift in priority. However, that pales compared to the nearly 86% of SMEs who lost interest in a potential B2B seller because they received a response that didn’t address their business’s needs.
The fact that three of the top four reasons B2B buyers lost interest in sellers was due to either impersonal connections or poor first impressions is quite telling; it shows what B2B buyers want and reminds us that buyers are human.
People love a great deal, product, or service, but they value trust, respect, and communication even more.
Showing potential buyers you have the same values as a B2B seller goes a long way.
Darren Clay, SavvySME Top Influencer in Marketing, puts it best,
“More than the product you offer, making your mark in the B2B space has a lot to do with how you serve your customers. Products and service go hand in hand, and this entails hard work, the ability to listen well, and service expectations that need to be met.”
B2B sellers need to re-evaluate how they communicate with potential customers and determine whether they provide them with what B2B buyers genuinely crave.
It’s recommended that sellers treat each interaction with buyers as an opportunity, especially first interactions.
Sellers who can make a personal connection with buyers, understand their needs, and meet those needs will always connect with more buyers than those who don’t.