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B2B buyers have become highly skeptical of "persuasive promises" and prioritize verifiable proof before making initial contact. With approximately 70%–80% of their journey completed independently online, buyers use this pre-enquiry phase to build a "defensibility pack" for their internal buying committees. 

What Buyers Check Before Sending Enquiries

Before a buyer submits an inquiry or RFQ, they typically vet a supplier against these critical criteria:

  • Verifiable Trust Signals: Buyers look for third-party validation such as ISO, SOC 2, or industry-specific certifications. They also check for ESG (Environmental, Social, and Governance) ratings, as sustainability has become a non-negotiable requirement for modern procurement.
  • Proof of Outcomes (Not Just Logos): Buyers examine specific case studies and ROI calculators that demonstrate quantified results. They prioritize finding "customer references" who match their specific industry and scale.
  • Pricing & Cost Transparency: Buyers seek clear pricing models (e.g., volume-based tiers) and Total Cost of Ownership (TCO) details, including logistics and compliance costs.
  • Operational Capacity & Reliability: They verify on-time delivery rates and production capacity to ensure the supplier can scale without "firefighting".
  • Technical Compatibility: For software or hardware, buyers check API documentation, integration capabilities with existing tech stacks, and security protocols like GDPR compliance.
  • Digital Presence & Website Health: A slow or confusing website is a major deterrent. Buyers expect a mobile-optimized experience where they can quickly find technical specifications without "crap messages" or gated forms.
  • Social Proof & Peer Insights: 77% of buyers check user reviews on third-party sites, and 54% speak directly to existing users or peers before contacting a vendor.

 

krishna

Krishna is an experienced B2B blogger specializing in creating insightful and engaging content for businesses. With a keen understanding of industry trends and a talent for translating complex concepts into relatable narratives, Krishna helps companies build their brand, connect with their audience, and drive growth through compelling storytelling and strategic communication.

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