The Buyer Research Phase: How to Best Move a Sale Forward
We know from business sales training participants that the majority of B2B solution buyers do research before making a buying decision. According to Gartner, 75% of B2B buyers even prefer a rep-free sales experience. When speaking with an ideal target client who is still in the buyer research phase, the goal is to support their process without pushing them toward a decision.
Why Buyers Do More Research
We know from solution selling training research that buyers typically do more research because they want:
- More confidence in their recommendation and purchase decision.
- More information about you and your solution to satisfy internal stakeholders.
- More control over how they interact with you.
- More options to solve their problem and make a solid decision.
- More education on the key issues that they face.
- More customized fit to their unique situation.
What To Do with a Buyer Still in the Research Phase
Here’s a balanced, professional approach that respects the buyer’s need for information while subtly positioning yourself as a trusted advisor:
- Understand Their Goals
Begin by asking about what they’re hoping to achieve with their research. This allows you to tailor the information you provide to meet their specific needs and demonstrate that you’re focused on adding unique value to their journey.
For Example:
“I’d love to hear more about what you’re specifically looking to learn or solve. This will help me share the most relevant insights or data to aid in your research.” - Provide Valuable, Objective Information
Since they’re in the discovery stage, offer resources, insights, or examples that align with their interests without creating sales pressure. Sharing case studies, white papers, or research reports can give them solid information to assess their options. The more compelling the sales experience, the greater probability of working together when the time is right.
For Example:
“I have some client case studies and research reports that might help you see different ways organizations in your position have approached this decision. Let me know if those would be useful.” - Highlight Your Expertise and Credibility
Without a direct sales pitch, you can establish trust by sharing your experience with similar clients, industry knowledge, or practical advice on common challenges buyers face at this stage.
For Example:
“In my experience, buyers in your industry often consider factors like [factor 1], [factor 2], and [factor 3] during this phase. I’m happy to elaborate on any of these if they’re relevant to your needs.” - Offer to Address Their Concerns
Show a willingness to answer any questions and to address any sales objections they have without a sales agenda. This creates an open line of communication and positions you as someone they can trust for accurate information.
For Example:
“Please feel free to reach out with any questions that come up during your research. We are happy to help you make the best decision for you and your organization.” - Emphasize Flexibility and Future Support
Let them know you’re available to support them whenever they’re ready. This builds goodwill and shows you respect their process.
For Example:
“Whenever you’re ready to dive deeper or explore specifics, we’d be happy to discuss so that you feel good about your next steps. Looking forward to talking when the time is right.”
The Bottom Line
When selling to buyers in the research stage, do not make it about you and try to push the deal forward. Make it about helping them make the right decision for their organization. Offer relevant resources that prioritize their needs and build trust. Maintain a non-pressuring stance and position yourself as a valuable resource for when they’re ready to decide.
To learn more about how to better handle the buyer research phase, download The 30 Sales Questions that Matter Most