What Do Buyers Think About Us? The Power of Voice of The Buyer Research

It’s the question every technology vendor should be asking - what do buyers really think about us?

You might have your own assumptions. Your sales team hears anecdotal feedback. Your marketing team runs surveys. But rarely do vendors take the time to step back and run a truly independent, in-depth investigation into how their prospects, customers, and partners actually perceive them.

They just guess and hope for the best. They invest money into the marketing function and base it on assumptions. However, that's not going to work for long, and a different approach is needed.

That’s where Voice of the Buyer research comes in - and, more specifically, where our flagship Voice of the Buyer 360 service can change the game.

Why You Need to Know What Buyers Think

In enterprise B2B sales, you rarely sell to a single person. It’s a group decision - IT, procurement, security, operations, and the end users (and usually lots more), each with their own needs, opinions, and experiences. Understanding that group’s perception of your business can be the difference between winning and losing deals.

Buyers might:

• See you as too expensive without understanding your true value

• Not realise you offer what they need

• Think your competitors are better known or more established

• Believe you play in a different market

• Think you are too big for them

• Have had a poor experience in the past with your sales or support teams

• ..and even worse, maybe they don't know you or your brand at all!

  
  

But do you actually know this? Or are you guessing?

Voice of the Buyer 360

At Viewpoint Analysis, we sit in the middle of the IT buying and selling relationship. We’re not your typical research firm - we’re technology matchmakers. We understand the challenge well, having sold enterprise software for decades. At Viewpoint, we talk to the very people your teams are trying to win over, and we report back with direct, unbiased insight into what they think, what they want, and how you compare.

The Voice of the Buyer area is all about the FUTURE customer - that's where it is different to the Voice of the Customer area. Our Voice of the Buyer 360 service is a comprehensive, interview-led approach that gives your go-to-market teams a full view of your standing in the market - but it's a 360 in that we look at future and existing customers. We speak to:

• Lost deals – prospects who chose a competitor

• Won deals – recent new customers

• Long-term customers – to assess satisfaction and risks

• Future buyers – people in your ICP who haven’t engaged with you yet

• Partners and resellers – who see how your offer performs in the channel vs competitors

• Your own sales team – to understand internal perspectives

• and more...

Each Voice of the Buyer 360 is built for the specific client and can feature interviews with a whole range of different people who are connected with what we're selling. It’s a 360-degree review from all angles - and one that can drive real commercial change. However, as it's built for the specific client, we can focus it on just one area (e.g. prospects and ICPs, or lost deals).

When Should You Run Voice of the Buyer Research?

Voice of the Buyer 360 research is particularly valuable when:

• Your win rate is falling and you don’t know why

• You’re entering a new market or launching a new product

• Your competitors are gaining ground

• Your sales and marketing teams aren’t aligned

• You’ve had some success, but want to go further

  
  

Our clients use it to sharpen positioning, strengthen pitches, align teams - and sometimes even reshape strategy entirely. It's also really useful for new senior leaders in role - it provides an unvarnished baseline from which to build future plans.

Beyond 360 – Other Voice of the Buyer Services

Not every situation needs a full 360-degree review. That’s why we also offer other Voice of the Buyer services tailored to specific needs, including:

• Buyer Group Research – focused research into specific target accounts or segments to fuel ABM and enterprise sales

  
  

• Win/Loss Reviews – short, punchy reviews of recent deals to identify what’s working and what’s not

  
  

• Panel Sessions – direct access to IT buyers through moderated Q&A

  
  

We build everything around your commercial goals. If you're targeting a region, a vertical, a new product, or even a specific customer, there’s a version of Voice of the Buyer that fits.

Don’t Guess. Ask.

Most vendors spend more time trying to explain their value than actually checking whether their message is landing. That’s a huge risk in enterprise sales. Voice of the Buyer research isn’t just about feedback, it’s about clarity. It’s about understanding what your prospects really think, and using that knowledge to sell more, retain more, and grow faster.

If you’ve ever wondered “what do buyers think about us?”, now’s the time to find out.

Learn more about Voice of the Buyer 360 here.