Doubts and Risks in the Buying and Purchasing Processes of Business Buyers

Pia Hautamäki () and Ari Alamäki
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Pia Hautamäki: Haaga-Helia University of Applied Sciences
Ari Alamäki: Haaga-Helia University of Applied Sciences

A chapter in Financial Environment and Business Development, 2017, pp 499-509 from Springer

Abstract: Abstract This paper aims to reveal the nature of doubts and risks that may cause business buyers to resist making a purchasing decision or proceeding in the business-to-business (B2B) buying process. Much sales literature has focused on B2B value creation and the sales process, but less studied is the buyers’ buying process and business buyers’ feelings concerning the doubts and risks associated with buying. This paper makes an empirical contribution to this debate using 21 in-depth interviews with business buyers, analysed using qualitative methods. The study reveals that the doubts and risks experienced are essential elements of the business buyers’ buying process, as the buyers appreciate salespeople who clearly recognize, raise and minimize the doubts and risks that buyers encounter during the process.

Keywords: B2B sales; Business buyer; Buying and purchasing process; Customer interaction; Sales process; Types of risks and doubts (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-319-39919-5_37

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DOI: 10.1007/978-3-319-39919-5_37

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