FEATURE: The buying experience

We investigate the factors influencing the B2B buyer journey

How often have you bought something and thought afterwards "I'm never going back to them again"?

Unfortunately, that reaction is all too familiar to most of us. It is a sad fact that despite today's consumer-orientated society, when a buying experience exceeds your expectations it comes as a pleasant surprise rather than being the norm.

But when it does happen, stop for a second and think how it makes you feel. What emotions are evoked and how does it change your purchasing behaviour? Price becomes less of a motivator; you are happy to be 'sold' to because you do not mind buying and you would happily recommend the experience to someone else.