Content Marketing

B2B Buyer-Vendor Relationships

By April 20, 2016April 5th, 2019No Comments

What qualities make a buyer willing to conduct business with a vendor?

Three highly valued traits in business relationships are trust, personal relationships, and responsiveness, according to a recent Marketing Charts report and data from a LinkedIn study of more than 6,000 B2B buyers, marketers, and salespeople employed at mid-sized and enterprise companies.

Strong buyer-vendor relationships have:

  • Trust between the purchaser and vendor
  • Personal relationship between the parties
  • Responsiveness in communication
  • Willingness to participate in a product demo
  • Sellers who are subject matter experts or thought leaders
  • Valuable consultation, education or tools provided by vendors
  • Demonstrated knowledge of the company’s products, services and business model

Weak buyer-vendor relationships have:

  • Lack of responsiveness
  • Disagreement on financial terms
  • Inadequate speed of delivery
Trust is the top-cited reason for strong relationships between #B2B buyers and vendors. Click To Tweet

View our infographic below to learn more about the buyer-vendor relationship:

B2B Buyer and Vendor Relationships Infographic

Brian Shilling

Author Brian Shilling

Brian is a Branding & Digital Marketing Director with experience leading diverse teams of marketers and designers in strategic marketing, content creation, and crafting comprehensive messaging and positioning platforms for our healthcare and tech clients. To learn more about Brian's experiences and qualifications, visit our leadership team page.

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