Did you know that nearly 2 in 3 sellers say that they have sold to the same decision maker at least twice? 

Our recent IPSOS study gives insights into buyers-sellers relationship and how they expect purchasing budgets to be changed in the next year. Let’s see what they found.

Both groups thought customer budgets would mostly grow in the next year. Sellers were a bit more optimistic.

Repeat business matters more than one-time deals. Over half of buyers stayed with the same sellers, even changing companies. Trusting relationships led to buying more over time.

It's not just about individual sales. Top sellers see buying as ongoing conversations, not isolated events. Nearly 60% of buyers bought from reps at least twice. In turn, two-thirds of sellers sold twice or more to the same decision-makers.

Buyers want sellers who listen and grasp their needs, not just pitches. The best sellers adapt to economic changes while supporting buyer goals. Their patience pays off - over 50% of buyers returned to familiar reps after job switches.
 

“B2B buyers at all levels operate with a simple philosophy — understand how I work, what I care about, and my role in the organization. My advice to salespeople is to really take the time to dig deep because sales is never about the sale itself. Instead, it’s about the relationships you build along the way.” – Neil Patwardhan
Senior Vice President, Sales, Accenture

Stable relationships through changing markets appear key. While budgets may vary, strong ties endure. For companies aiming to strengthen how buyers and sellers connect through real understanding, this study offers useful lessons. Truly hearing customers lays the groundwork for benefits over the long run.