Almost a year ago, I hatched an idea to tap into the sentiment of business decision makers and procurement people around the world, to understand what really makes them tick. I’m delighted to announce the results of the inaugural Mood of the B2B Buyer study for 2018, conducted by the team at Trinity.

Among the many interesting and surprising findings, what stood out for me most is the blurring of lines between the B2B and B2C markets and the fact that our people and purpose, not just our product and price, seem to be emerging as key battlegrounds for success in business.

The study focused on:

  • Trigger events for buying decisions
  • Vendor selection processes and preferences
  • Vendor performance – the good, the bad and the ugly.

The study gathered responses from a broad cross section of businesses, across 12 different industries, 5 continents, with 75% of the respondents coming from C-suite decision makers or senior procurement people.

Download your copy now to uncover some of the surprising data about the true preferences of B2B executives.

If you’d like help unlocking some of the valuable insights locked up in the minds of your own customers and prospects, contact Trinity Perspectives about our Win Loss Analysis service.



Cian McLoughlin is the Amazon #1 bestselling author of Rebirth of the Salesman, a regular keynote speaker at sales kick-off’s around the world and one of the Top 50 Sales bloggers in the world for the past 2 years. He is a passionate proponent of an ethical, honest and authentic approach to sales. His company, Trinity Perspectives, is committed to helping sales organizations unlock the latent potential of their customers’ insights with their Win Loss Analysis and Sales Transformation services. To read more of Cian’s sales articles visit

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