Buyer Persona Study

Past experiences with salespeople affect buyers a lot - as does the industry and department they work in.

DiscoverOrg partnered with sales researcher Steve W. Martin to do a comprehensive study of 230 business decision-makers and got their candid thoughts about how they made their decisions - and why they select the vendors they do.



The survey results might surprise you:

  • See which departments and industries are part of the 35% who stick with the industry leader - and which are willing to take a chance on the newcomer.
  • Buyers who have a favorable view of salespeople are willing to take risks. Here’s who’s not.
  • When working with a buying committee, a salesperson has to convince just one person.
  • Buyer’s regret is real - but 70% of the time, it’s not the salesperson’s fault

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