Align your sales strategy with the new B2B buying landscape

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Key Insights from the 8th Edition of Tack TMI Buyers’ View of Salespeople Survey


The business landscape is continuously evolving, driven by technological advancements, shifting consumer behaviours, and global events. Understanding buyer preferences, challenges, and priorities is crucial for businesses to adapt and thrive. The Tack TMI Buyers’ View of Salespeople survey offers valuable insights into the minds of today’s buyers, helping organizations tailor their strategies to meet market demands effectively.

In this blog post, we’ll delve into the key findings of the latest Tack TMI Buyers’ View of Salespeople Survey and discuss their implications for businesses.


The Tack TMI Buyers’ View of Salespeople Survey was conducted among a diverse group of buyers across various industries and regions. The survey aimed to uncover insights into buyers’ purchasing behaviours, preferences, and challenges. Respondents were asked a series of questions related to their buying process, decision-making criteria, and interactions with sellers.

Key Findings

  1. Importance of Personalized Experiences – Personalisation is a Paramount

One of the standout findings from the survey is the growing importance of personalized experiences for buyers.

83% of respondents stated that personalized communication from sellers significantly influences their buying decisions.

68% expect personalized product recommendations based on their preferences and past purchases.

Implication for Businesses: Organizations need to invest in data-driven marketing and sales strategies that allow them to deliver personalized experiences to their customers. Personalization can help businesses build stronger relationships with buyers and increase customer loyalty.

  1. Digital Transformation Acceleration

The COVID-19 pandemic has accelerated the pace of digital transformation across industries, and the survey reflects this trend.

76% of respondents prefer to engage with sellers through digital channels, such as email, social media, and online chat.

62% believe that digital tools and platforms are essential for a seamless buying experience.

Implication for Businesses: Companies need to prioritize their digital presence and invest in digital tools and platforms to meet buyers’ expectations. Adopting technologies like AI, automation, and analytics can help businesses streamline their operations and enhance the digital buying experience.

  1. Importance of Trust and Transparency

Trust remains a cornerstone of buyer-seller relationships, with transparency playing a vital role in building trust.

79% of respondents said that trustworthiness is a crucial factor when choosing a seller.

71% value transparency in pricing, terms, and conditions during the buying process.

Implication for Businesses: Businesses should focus on building trust and maintaining transparency with their customers. Clear and honest communication, fair pricing strategies, and ethical business practices can help organizations establish themselves as trustworthy partners in the eyes of buyers.

  1. Sustainability and Social Responsibility

Buyers are increasingly prioritizing sustainability and social responsibility when making purchasing decisions.

64% of respondents consider a seller’s envitack ronmental and social impact when choosing products or services.

57% are willing to pay more for products or services from companies committed to sustainability and social responsibility.

Implication for Businesses: Sustainability and social responsibility are no longer optional but essential for businesses. Organizations should integrate sustainable practices into their operations, supply chain, and product offerings to appeal to environmentally and socially conscious buyers.


The Tack TMI Buyers’ View of Salespeople Survey provides valuable insights into the evolving preferences and expectations of today’s buyers. Businesses that understand and adapt to these changing dynamics will be well-positioned to succeed in the competitive marketplace.

By prioritizing personalized experiences, embracing digital transformation, building trust and transparency, and committing to sustainability and social responsibility, organizations can create meaningful connections with their customers and drive long-term success.

InspireOne’s Sales Enablement solutions are backed by the knowledge and knowhow of Tack TMI’s rich heritage of designing and delivering impeccable sales training programs. To learn more about our Sales Enablement programs, feel free to reach out to us.


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