#005 | How To Annoy Your Buyers. 1,031 People Ranked Common B2B Buying Frustrations
#005 | How To Annoy Your Buyers. 1,031 People Ranked Common B2B Buying Frustrations
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#005 | How To Annoy Your Buyers. 1,031 People Ranked Common B2B Buying Frustrations

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Imagine you want to annoy your buyers...

How would you do it?

You’d take the people who are interested in your product and then create a lot of friction and frustration for them in the buying process...

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You might try 4 common things

  1. Make pricing a mystery
  2. Have buyers “Request a Demo” but then don’t show it.
  3. Write crappy technical docs.
  4. Prospect very aggressively.

1,031 people ranked which is most annoying

Here's how our research with the Peer Signal community broke down.

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Let's got each answer with some details and commentary from the crowd.

#4: Poor Technical Docs

I was surprised that this didn't rank higher. But the people who care seem to care a lot.

  • 4th ranked overall with 11%
  • People at mid-large companies care more
  • Jumps to 16% at >500 employees👇
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Here is the case people made:

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#3: No demo on 1st call

  • 22% of people said it’s the biggest annoyance.
  • If you sell to marketers, they care even more👇
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Jake Dunlap did a deeper dive into the problems with first calls. This shows that most people really want the demo on the first call.

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BUT… if you sell to Enterprise, take note. The buyers at the biggest seem relatively less annoyed than people at small companies.

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Here is the case people made (including yours truly).

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#2: Call for pricing

2nd overall with 29%, but in SMB, it jumps to first place with 35%👇

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Here's a great case:

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#1: Aggressive prospecting

  • Most often the #1 ranked annoyance.
  • Even more in the largest companies.
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The case:

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