Challenge
Modern buyers do not arrive as blank slates. By the time sellers get a meeting, the buying group has usually spent months researching and already has a ranked shortlist.
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Market research
Buyers rank vendors before the first meeting, which makes pre-call relevance a discoverability problem
The 2025 6sense Buyer Experience Report shows that buyers arrive informed, late in the process, and already leaning toward a preferred vendor.
This page summarizes external market proof and links to the original source. It does not imply that the referenced company is an Asendr customer.
94%
of buying groups rank vendors before engaging sellers
79%
of first buyer-seller contacts are initiated by buyers
~80%
win rate for the vendor contacted first
Solution
Revenue teams need stronger discoverability, sharper first-call context, and talk tracks that reflect what the buyer already knows instead of repeating generic positioning.
Result
6sense reports that 94% of buying groups rank their shortlist before engaging sellers, buyers initiate first contact 79% of the time, and the vendor contacted first wins roughly 80% of the time.
Why it matters
What an Asendr buyer should take from this
This is the clearest public proof for why pre-call research and specific proof matter. If your seller sounds generic, the buyer has already moved on mentally.
What to look for in your own funnel
- Brand and proof need to work before the meeting, not only inside the meeting.
- Pre-call research matters because the first call is usually a validation step, not an education step.
- Sales teams need a workflow that helps reps show up with buyer-specific context fast enough to use every day.
Source
6sense: The B2B Buyer Experience Report for 2025
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