{"id":35354,"date":"2025-09-21T21:33:22","date_gmt":"2025-09-21T21:33:22","guid":{"rendered":"https:\/\/certifeka-edu.com\/programs\/strategic-marketing-professional-certificate-2\/lessons\/lesson-3-social-and-professional-influences-2\/"},"modified":"2025-09-21T21:33:22","modified_gmt":"2025-09-21T21:33:22","slug":"lesson-3-social-and-professional-influences-2","status":"publish","type":"lesson","link":"https:\/\/certifeka-edu.com\/ar\/programs\/sample-course\/lessons\/lesson-3-social-and-professional-influences-2\/","title":{"rendered":"Lesson 3: Social and professional influences"},"content":{"rendered":"

\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Lesson 3: B2B Buyers Survey
\n<\/h2>\n

1. Social and professional influences
\n<\/h3>\n

\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Research shows that the average number of customer stakeholders involved in a typical high-value B2B buying decision has steadily risen.<\/h5>\n
In 2014, the average number of stakeholders involved was 5.4, increasing to 6.8 just eighteen months later.<\/h5>\n
Today, the average reported number of people involved in buying decisions ranges from 7 to 10.<\/h5>\n
The more decision-makers there are, the less likely it is that the group will reach a consensus.<\/h5>\n
As reported in The Challenger Customer, when a single individual is involved, there is an 80 percent success rate.<\/h5>\n
However, when there are six or more people involved, the average success rate falls below 30 percent.<\/h5>\n
In sales, your objective is to identify and target a prospect within the group that will push for consensus in order to push the decision-making process along.<\/h5>\n
After all, the most common outcome of a B2B buying journey is to simply do nothing at all.<\/h5>\n
The most common cause of this result? A lack of consensus for change.<\/h5>\n
In contrast, within a B2C sales environment, the same effect often occurs in response to family influence.<\/h5>\n
\u00a0<\/h5>\n
Families have a significant impact on a prospect’s attitudes and behaviors\u00a0 the same is true in regard to reference groups.<\/h5>\n

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