Selling to SMBs Research Study from SalesFuel

In March 2021, SalesFuel conducted its Voice of the Buyer study. Our research team used an online survey to ask 1,330 respondents the questions salespeople and sales managers want answers to in order to understand how to be effective in their part of the buying process. The sample consisted of self-​reported CEOs, other C‑level executives, or purchasing agents of B2B companies with between 20 and 500 employees in the United States.

The purpose of this study was to understand the products and services these decision makers intend to purchase in the next year. We also sought to understand how purchase decisions are made in these organizations.

The insights our analysts gained will allow us to help sales professionals hone their methodology and tactics for optimal outcomes when they sell to small businesses.

 

SAMPLE FINDINGS

When buyers research a salesperson, 57% consider the years of experience the person brings to the table.

Voice of the Buyer Survey, SalesFuel, 2021

When buyers begin to research a supplier, product or service, 47% start with customer ratings and reviews on social media

Voice of the Buyer Survey, SalesFuel, 2021

42% of SMB buyers will share their contact information with a new seller to get free insights on the use of products/​​services to solve their business problems content to their needs

Voice of the Buyer Survey, SalesFuel, 2021

Being pushy is the fastest way to lose a deal, say 40% of SMB buyers

Voice of the Buyer Survey, SalesFuel, 2021

52% of SMB buyers prefer to be contacted by salespeople between 9 a.m. and 11 a.m.

Voice of the Buyer survey, SalesFuel, 2021

Cloud computing remains a hot topic for SMBs with over 24% planning to invest in these services in the next year

Voice of the Buyer Survey, SalesFuel, 2021

42% of SMB buyers have searched for a salesperson using Google before meeting with them. It's "how customers see you before you see them."

Voice of the Buyer Survey, SalesFuel, 2021

Before reaching out to suppliers or vendors, 54% of SMB buyers have attempted to solve their problem or meet their goals with current resources

Voice of the Buyer Survey, SalesFuel, 2021

When SMB buyers begin to research a supplier, product or service, 47% start with customer ratings and reviews on social media.

Voice of the Buyer Survey, SalesFuel, 2021

56% of SMB buyers want to do business with reps that "provide relevant ideas to help my business"

Voice of the Buyer Survey, 2021, SalesFuel

48% of buyers say reps that "blame other people for mistakes that were likely theirs" is a deal-breaker

Voice of the Buyer Survey, SalesFuel, 2021

The best days for sales reps to connect with prospects and clients in most categories are Tuesdays and Wednesdays

Voice of the Buyer Survey, SalesFuel, 2021

LEARN MORE

Findings from this study, along with expert analysis, is provided in our thought leadership and to clients of SalesCred, SalesFuel COACH and SalesFuel Consulting

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