The Factors That Most Influence Buyers of B2B Services

B2B service buyers cite a vendor’s reputation, online reviews, and pricing/service as the factors that most influence their purchasing decisions, according to recent research from GoodFirms.

The report was based on data from a survey conducted in August 2022 among 410 B2B professionals (B2B buyers, B2B sellers, and B2B experts) worldwide.

When asked “What factor influences you most in selecting a specific B2B service?”, some 30% of buyers cite vendor reputation, 21% cite online reviews, and 19% cite pricing and service relative to peers.

What factor influences buyers most in selecting a B2B service survey results from GoodFirms

B2B buyers say the most critical pieces of information on a vendor’s website are product features, services/offerings, and pricing.

The most critical pieces of information that B2B buyers look for on a vendor's website survey results from GoodFirms

B2B buyers say email is the channel they prefer most for communicating with sellers (72% cite as a channel they like).

B2B buyers' preferred channels for communicating with sellers

About the research: The report was based on data from a survey conducted in August 2022 among 410 B2B professionals (B2B buyers, B2B sellers, and B2B experts) worldwide.