Buyer Behaviour - What are the key drivers in the decision making process?-Buyer Behaviour What are the key drivers in the decision making process

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Video Summary

Tim Barger, Technical Services Manager at Galaxy Insulation, shared practical advice on understanding buyer behaviour and procurement decision-making. He emphasised that preparation, research, and genuine curiosity about a client’s business build trust and improve sales outcomes. Key buyer drivers include communication, speed of response, knowledge of the buyer’s business, trust, emotional connection, and problem-solving. He noted that price matters, but is often less decisive than salespeople assume.<br /><br />Tim advised salespeople to identify each client’s decision-making process by understanding their goals, challenges, stakeholders, budget, timelines, and current suppliers. He stressed the importance of involving multiple stakeholders—such as operations, technical, sales, and procurement—because they can strengthen the proposal and surface hidden objections early.<br /><br />To gain airtime in a crowded market, he recommended standing out by being different, keeping introductions short and clear, explaining the “why” and “what’s in it for me,” and using emotive language appropriately. He also suggested using a blended communication approach, trying new contact methods, and becoming an expert or “go-to” person in a specialist area.<br /><br />Overall, his message was to focus less on selling and more on solving problems, building trust, and aligning proposals with the buyer’s real needs.

Keywords

buyer behaviour

procurement decision-making

sales trust

stakeholder engagement

buyer drivers

sales preparation

problem-solving

communication strategy

customer needs