An annual survey of B2B technology buyers in order to uncover the true sentiment of buyers towards sellers they encounter on the buyer journey.

1. 2016 B2B Sales
Insights Report

2. 2016 B2B Sales Insights Report research intent
Conduct B2B technology buyer
surveys to uncover the true sentiment
of buyers towards sellers they
encounter during the buyer journey.

3. 2016 B2B Sales Insights Report
THE STUDY

4. 2016 B2B Sales Insights Report the assumption
1 Depending on the research, B2B buyers are now 57-70% through the buying
cycle before engaging salespeople.
2 Leopard believes this is because salespeople focus too much on what THEY can
do for their customers instead of listening to the customer’s genuine needs.
3 A vast majority of companies are not effectively enabling their sales people. In spite
of efforts to build SE programs, they’re still not effectively enabling their sales force.
4 Salespeople must be reoriented to the new methods of sales for a more
educated buyer population.

5. 2016 B2B Sales Insights Report
THE RESPONDENTS

6. 2016 B2B Sales Insights Report respondent profile
B2B professionals who work in one of
Leopard’s target industries.
32%
15%
15%
12%
11%
8%
5%
3%
Information Technology
Operations
Other
Finance
Cutomer Service
Human Resources
Marketing
Researcn and Development
Department
27%
13%
10%
6%
6%
6%
3%
2%
1%
1%
Manager
Associate
Specialist
Other
C-level Executive
Director
Planner
Coordinator
Intern
Vice President
Position
are very involved in B2B technology
purchase decisions and meet with
salespeople occasionally to often.
71%
20%
20%
20%
20%
10%
Software
Hardware
Healthcare
Financial Services
Other
Industry
Buyer Persona

7. 2016 B2B Sales Insights Report
THE STORY

8. 2016 B2B Sales Insights Report the story
B2B Buyers have mixed feelings about sellers,
and there is definitely room for improvement.
Buyers don’t dislike salespeople as much as we feared;
When needed, sellers are viewed as an invaluable resource
Too many B2B sellers are focusing on the wrong things;
They’re all about what THEY can do. Over and again, we hear
that sellers don’t listen and make it about themselves.
Too many B2B sellers don’t come prepared;
The majority do not show up at meetings with the materials
clients want to see.
B2B selling is a human exchange just like anything else;
B2B buyers are urging sellers to remember the basic tenets of
empathy, listening and patience when dealing with buyers.
The Lowdown

9. 2016 B2B Sales Insights Report the story
B2B Buyers are busy doing their own
research—before talking to sellers.
2
26
28
33
37
37
Other
Secure internal budget
Ask for peer recommendations
Conduct general business problem research
Compare competitive offerings
Gather solution-specific research
Insight

10. 2016 B2B Sales Insights Report the story
Engagement is a two-way street
between buyers and sellers
49%I reached out
to sellers
51% Sellers reached out
to me
Insight

11. 2016 B2B Sales Insights Report the story
Salespeople get a mixed review when it comes to
how they handle sales meetings
1
9
11
18
18
19
20
20
21
28
Other
Salespeople don't help me plan to attain my goals
Salespeople don't know their own products/services
Salespeople make it about themselves
Salespeople sell complexity, not simplicity
Salespeople offer things that are not relevant to me
Salespeople speak my language
Salespeople make me feel heard
Salespeople talk at me, not with me
Salespeople come prepared
Insight

12. 2016 B2B Sales Insights Report the story
Buyers like salespeople when they listen and
demonstrate an understanding of their business.
“Have patience, we’re
busy too.”
“Do your research and get
background information about my
company before making the call.”
“Be straightforward, don’t be
pushy and listen to my questions.”
“Allow me to make my own
decisions after research.”
“Be knowledgeable and
completely prepared.”
“I want to feel that the seller is invested
in my business and what’s important
to me, rather than feeling like they
only care about pricing.”
68% of those surveyed said
these qualities are VERY important
when determining if they’ll work
with a B2B salesperson.
Insight

13. 2016 B2B Sales Insights Report the story
Salespeople aren’t as disliked as much
as we suspected.
They are essential
to me
50%
They are a
necessary evil
20%
Both of the above
27%
Other
3%
Insight

14. 2016 B2B Sales Insights Report the story
Once buyers have developed lasting relationships with salespeople,
the relationship overall is positive.
A hate relationship
4%
More hate than love
12%
Equal hate and love
19%
More love than hate
46%
A love relationship
19%
Insight

15. 2016 B2B Sales Insights Report the story
Salespeople are considered an asset, as long as
they use buyers’ time efficiently
7
12
1
25
22
14
28
26
34
15
15
26
I dread meeting with sales people
I waste a lot of time in sales meetings
I consider sales people a strategic
business resource
Strongly Disagree Somewhat Disagree Somewhat Agree Strongly Agree
Insight

16. 2016 B2B Sales Insights Report the story
Sellers are bringing materials to calls,
but are they the right ones? Not necessarily.
34
30
11
8
6
4
Very technical
Polished
Fluffy
Too slick
Amateurish
Not relevant
No
9%
Yes
91%
Do sellers bring
materials to meetings?
And what is your reaction
to those materials?
Insight

17. 2016 B2B Sales Insights Report the story
Case studies and executive summaries are the most important
materials to bring to sales meetings
30
29
21
20
14
10
9
8
5
5
1
1
Case Study
Executive Summary
White Paper
Infographic
ROI assessment
PPT
Sales Playbook
One Page Collateral
Customized Form
None
Microsite
Other
Insight

18. 2016 B2B Sales Insights Report the story
You MUST be all about your buyers,
not yourself to excel in selling
The seller demonstrates an understanding of my business
The seller asks questions about my business
The seller explains the technical details of a product
The seller offers insights about my business
The seller speaks to the business value of a product
The seller sells me on his/her own company
1
2
3
4
5
6
Importance to
Customers
Insight

19. 2016 B2B Sales Insights Report the story
But sellers are spending customer time
on the wrong activities!
The seller demonstrates an understanding of my business
The seller asks questions about my business
The seller explains the technical details of a product
The seller offers insights about my business
The seller speaks to the business value of a product
The seller sells me on his/her own company
Importance to
Customers
Where Sales spends
their time
1
2
3
4
5
6
4
4
3
5
2
1
Insight

20. 2016 B2B Sales Insights Report the story
If sales follows basic rules of common human courtesy,
buyers will want to engage.
“Don’t treat me like your customer,
treat me like a company you want
to invest in and see succeed.”
“Please be patient, I will make the
best decision once all the research
is completed”
“Find out what we need and sell
me the benefits and value of
your products.”
“Please be prepared and don’t
waste my time.”
“Tell me what is relevant to my
company, not what is only beneficial
to you and your company.”
“Talk about MY company specifically!”
Insight

21. 2016 B2B Sales Insights Report the story
Salespeople are dropping the ball on the easy stuff.
Following up with prospective customers is key!
Sellers don't follow up
19%
Sellers follow up, but
their information
does not cover what
we previously
discussed
32%
Sellers follow up, but
their information
does cover what we
previously discussed
49%
Insight

22. 2016 B2B Sales Insights Report contact us
Dawn-Marie Kerper
Executive Consultant
dawn-marie.kerper@leopard.com
Heather Aardema
Marketing Strategy Director
heather.aardema@leopard.com
Leslie Smail
Marketing Manager
leslie.smail@leopard.com