The following purchaser motivations are usually present in B2B buying situations:
• Price
• Perceived quality
• Technical specifications
• Warranties
• Other service or post-sale support
• Financial stability of the seller
• Buyer’s past experience
• Organizational policies
• Fear of making a mistake
• Friendship
• Seller’s interest in buyer’s business
• Persuasiveness of seller
• Strength of sellers brand
Source: The Nuts and Bolts of Business-to-Business Marketing Research, Gabriel M. Gelb – Gelb Consulting Group, Inc. as featured on CRM University Learning Center
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