#Japan #Tokyo #IDEATECH #Large Purchases #Sales Selection

Understanding the Essential Factors in Large Product Purchases

In a detailed investigation by IDEATECH, a firm specializing in research data marketing through its service, lisapee®, findings reveal significant expectations from sales representatives when it comes to making large product purchases. This research targeted 545 procurement professionals from companies with over 300 employees who have placed orders for IT systems, SaaS, and human resource services exceeding 5 million yen in the past three years.

Key Findings

1. Importance of Non-Product Information
An impressive 83.1% of respondents identify non-product information from vendors as crucial during their purchasing decision-making process. This data signals a shift in how companies perceive value during procurement, emphasizing that the relationship and understanding of their business are just as vital as the features of the products themselves.

2. Impact of Information Availability
Approximately 69.5% of the participants reported that their selection results would have changed had they not received specific non-product information. The types of information considered beneficial often include successful and failed case studies from other companies, which about 54.1% of buyers found valuable.

3. Trust and Relationship Building
When asked what characteristics a sales representative should possess to be the first point of contact when new needs arise, the most common responses highlighted the importance of trust. 42.2% of participants indicated that a solid relationship with their sales representative is paramount. Additionally, 41.1% noted the need for the representative to have a deep understanding of their business.

What Buyers Value

Among the 545 professionals surveyed, 55.4% stated that product function and performance is the highest priority when selecting a vendor. However, this is closely followed by price and cost performance (47.3%) and the vendor's reliability and past performance (42.0%).

Interestingly, the impression of the sales representative has a significant influence on purchasing decisions, with nearly 70% rating the initial impression at 6 or higher on a 10-point scale. The findings suggest that effective sales representatives should cultivate a positive and memorable relationship from the outset.

Expectations from Sales Representatives

During the pre-decision phase, 22.6% of respondents wanted representatives to provide optimal solutions and proposals. Furthermore, quick and accurate responses and sharing case studies were also highlighted as essential qualities.

The Value of Regular Communication

Regular updates and follow-ups from vendors were perceived positively by 70.1% of the participants. This indicates a need for vendors to maintain engagement even after the initial pitch, enhancing the likelihood of securing trust and resulting in sales.

Concluding Insights

The survey results suggest that in order to perform effectively in a B2B context, sales representatives must go beyond merely demonstrating product features; they need to embody a deep understanding of the client's needs and actively provide relevant non-product information. This research ultimately underscores the profound importance of cultivating relationships and maintaining consistent communication in influencing purchasing decisions.

For more insights from this survey, visit IDEATECH’s download page.

Future Events

Mark your calendars for the Marketing Growth Conference 2025, occurring on September 17th and 18th. IDEATECH will share strategies on producing content that resonates with large enterprises, led by one of our directors.

For registration and further details, check here.