By Maya Puspita

A study conducted by the Association of National Advertisers found that, on average, 72% of B2B customer inquiries take longer than 10 minutes to respond.

This means that the buyers are likely to be interrupted during their decision-making process. This can make it difficult for marketers to provide support and assistance that is needed by the buyer at this critical time. It's also important to note that this statistic was based on an earlier study conducted in 2009 today's buyers are more demanding and impatient.

 

The biggest challenge with today’s B2B buyers is interrupting these conversations due to busy schedules or other things going on throughout the day.

 

Today's B2B buyers are difficult to reach because they are not willing to be sold. They want to do their own research and find out what they need before buying anything. Therefore, marketers need to work hard on understanding the mindset of B2B buyers and use that knowledge to convince them about you product/service.

 

When it comes to selling your product or service, there is something you should be aware of today’s buyers have different expectations than those from previous generations. This can also affect your marketing and sales efforts as you might find it difficult to find a way that works for them and your company. The key issues that make it difficult for potential customers of your product/service include :

 

- Lack of trust in today's marketing landscape.

 

- Existing competition.

 

- Have new insights on what they truly want.

 

- Not interested in purchasing a product/service from a company with no long term value for them.

 

Many B2B companies have found themselves being on the receiving end of a lot of negative reviews due to poor customer service, a lack of quality products/services, and a perceived lack of value. In order to overcome this challenge, companies have had to redefine their sales strategy and make sure they are providing solutions that sufficiently address this issue.

 

One of the major challenges that many companies face is that buyers are difficult to reach. This is because of the fact that purchasing decisions happen on a personal level while marketing messages tend to work on a broader scale.

 

In the digital era, buyers are more informed and they have a better knowledge of what to look for in a product/service. As a result, it is important to create buyer personas and send them messages that resonate with their needs.