To what extent do B2B buyers feel that their purchase is very complex or difficult?

Correct! Wrong!

The time from starting a customer dialogue to closing a sale is increasing. A primary reason for this is that the B2B sales process is in general complex, as it is an expensive, high-stakes decision with multiple stakeholders, it's critical to find ways to maintain your customers' attention along the way. At the same time, we see an increasing buying group that on average are 6 to 10 stakeholders‚ each armed with 4-5 pieces of information they’ve gathered independently and must deconflict with the group. There are several dynamics making it difficult for buyers to make purchases.

Buyers are struggling just to “keep the lights on”, and are much less considering new solutions or implementing new solutions. Unfortunately, this leads to a dysfunctional buying process in many of your opportunities. In many cases, your “mobilizer/champion” does not have the credibility, authority, or content to manage the buying process amongst all the different stakeholders.

To help, you must arm the sales rep with "tools" to facilitate the buyer’s decision-making, try at each stage to provide value communication and quantification for all the different stakeholders. In fact, more than three-quarters of the customers Gartner surveyed described their purchase as very complex or difficult.