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NEW 2026 BUYER RESEARCH

Which selling behaviors
drive purchase decisions?

We surveyed 215 buyers to understand which purchasing experiences earn their trust—and which ones drive them away.

Download the Report

Who We Surveyed:

215

B2B Decision-Makers

93%

Hold Senior Leadership Roles

74%

Manage 3+ Complex Purchases/Year

Who We Surveyed:

215

B2B Decision-Makers

93%

Hold Senior Leadership Roles

74%

Manage 3+ Complex Purchases/Year

What We Discovered

What We Discovered

We surveyed buyers to help you see the sales process through their eyes. Here's what we discovered:
78%
of buyers have walked away from a purchase
solely because of how the seller handled the process
shuffle The Disconnect
Why what sellers think matters often misaligns with what buyers actually prioritize.
 block The Breaking Point
What drives 78% of buyers to abandon purchases – for reasons beyond price or product.
 check-shield The Trust Gap
Why traditional relationship-building tactics ranked lower than expected in buyer decisions.

The Personality Factor

Our study found that the 4 DISC personality types experience the same sales process in completely different ways—and reveals how sellers can adapt to each
D

Dominant

The Captain

Direct and decisive. They value speed and results, making quick judgments about relevance and priority early on.

I

Influence

The Motivator

Social and relationship-focused. Connection drives their response. They need excitement and early established trust.

S

Steady

The Supporter

Collaborative and cautious. They need reassurance and are sensitive to pressure, valuing consistency and reliability.

C

Conscientious

The Analayst

Data-driven and skeptical. They require specific evidence and proof. Details are essential to their decisions.

Inside the Report

A buyer-led breakdown of the behaviors, priorities, and moments that shape purchase decisions

01

First Contact Preferences

How buyers want to be approached and the research they expect you to complete beforehand.

02

Decision Factor Rankings

What buyers prioritize when making decisions—including one surprising factor that ranked lower than expected.

03

The 78% Walk-Away Behaviors

The specific seller behaviors buyers identified as deal-breakers, in their own words.

04

Best vs. Worst Experiences

Real accounts of what worked and what didn't—and what separated them.

05

The 4 Personality Types

How Captains, Motivators, Supporters, and Analysts rank priorities and respond to tactics differently.

06

Content Effectiveness by Type

Which resources buyers use to validate internally—and how it varies by personality.

Understand What Buyers Really Think in 2026

Get the complete State of the Buyer Report with findings from 215 B2B decision-makers

✓ Why 78% of buyers walked away from potential purchases

✓ How 4 personality types buy completely differently

✓ What drives purchase decisions (and what doesn't)

Download the report now