Which sales approaches resonate most with B2B buyers? How important is it for B2B buyers that salespeople show an understanding of their business and personalize pitches?

To find out, Amplyfi surveyed 500 B2B buyers in the United Kingdom who work for tech and financial services enterprises with at least 250 employees.

Respondents say the styles that are most effective are when salespeople are persuasive (26% cite that as a preferred style), tenacious (26%), relationship-focused (24%), and strategic (24%).

Some 81% of B2B buyers say they're more likely to complete a purchase if the seller demonstrates an understanding of them and their business.

B2B buyers say they typically desire more sales personalization—and that sales personalization becomes more important overall—as the deal size grows.

About the research: The report was based on data from a survey of 500 B2B buyers in the United Kingdom who work for tech and financial services enterprises with at least 250 employees.