B-to-B is Catching Up With Culture

By Kamal Ahluwalia

The result, however, has changed the relationship between buyers and sellers. With the proliferation of interaction and information, we're seeing a massive reversal of transaction leverage. Say goodbye to the adage "buyers beware"; it's now a buyer's market. Sellers beware. Consider the following:

92 percent of consumers trust other buyers' opinions over advertisements;
82 percent of all consumers research brands online before anywhere else; and
buyers complete 70 percent of their purchase process before coming into contact with a sales rep.

Buyers have options, and if they aren't getting what they want they now, they have the capacity to go elsewhere. Customer centricity and convenience are paramount — two things Amazon and Alibaba are very good at providing.