Four in every five (79%) buyers are frustrated by the purchasing experience , according to Qwilr’s 2021 SaaS Buyer Experience Study which highlights post-pandemic shifts in B2B buyer preferences.
Also, 80% of survey respondents complained about the buying experience being too complicated (35%), takes too long (26%) or involving too many phone calls/meetings with a sales rep (18%).
Further, 59% of respondents cited the desire for a simplified and faster process, with top frustrations including too many steps in the buyer experience (35%) and the sales process taking too long (26%).
Findings also highlighted a strong preference for “self-serve” options throughout the buyer journey, as 88% said they want more empowerment across research, product trial and pricing.
Among respondents, 66% rated a “build-your-own” model for software pricing as important or very important, 36% prefer a self-serve model for research about the product, and 40% prefer a self demo or free trial for evaluating the product.
Top influencers on a buyer’s decision to purchase include the responsiveness of the sales rep (45%), the quality of sales material (36%), and customisation of collateral (27%).
Personalization is also a key selling differentiator, with 64% of survey respondents stating it is important sales materials are specific to them and their needs.
”Today’s SaaS buyer is looking for a polished and highly customized experience with tech-enabled controls, like interactive pricing, self-serve demos, and e-signature,” said Mark Tanner, co-founder of Qwilr.
“A superior buyer experience is at the core of creating a competitive advantage in today’s world of SaaS sales,” said Tanner.