N E W R E S E A R C H / 1 0 1 B 2 B B U S I N E S S E S
Why choose you?
What 101 business owners told me about whether buyers understand what they do, why to choose them — and the cost when they don't.
Being understood isn't the same as being chosen.
And when buyers can't easily see the reason to choose you, the cost can show up across the sales process.
53%
were very or extremely confident buyers quickly understood what they did and who it was for.
21%
were as confident buyers understood why they should choose them.
W H A T ‘ S I N S I D E
What the research uncovered
How confident businesses are that buyers understand what they do — and why to choose them.
How often businesses find themselves explaining their difference and value.
How often they're compared primarily on price.
The time and commercial impact when buyers don't get it quickly enough.
T H E S E L F C H E C K
How clear is your business?
The research asked business owners five simple questions. They're worth asking yourself:
Can buyers quickly understand what you do and who it's for?
Can buyers quickly understand why they should choose you?
Do buyers ask what makes you different?
Does your sales process involve explaining or justifying your value?
How often are you compared mainly on price rather than value?
If those questions make you hesitate, you'll probably recognise some of what's in the research.