Member Challenge
In this environment of heightened buyer expectations, economic pressure, and AI-fueled evaluation, many vendors struggle with the following:
- Differentiating in a market where buyers can easily compare options and evaluate alternatives.
- Building trust and emotional connection, which now matter more than product features.
- Showing clear value to buyers who are more skeptical and financially pressured.
- Guiding the buyer journey when buyers prefer to self-educate and engage less directly with vendors.
Our Advice
Critical Insight
The research identifies five shifts:
- Satisfaction is now rooted in emotional experience, not just features.
- Buyers switch vendors when value or relationships break down.
- Discounting has lost influence to value-based pricing.
- AI is reshaping independent buyer research.
- Long-term winners will balance technical value with emotional connection.
Together, these findings show a clear pivot from product-centric to relationship-focused growth. Vendors that adapt to these new dynamics will be best positioned to achieve durable revenue and loyalty in 2025 and beyond.
Impact and Result
- Gain clarity on buyer expectations and what to consider when shifting from product-first to relationship-first growth.
- Learn how to compete using value-based pricing, stronger relationships, and clearer communication of outcomes.
- Understand how AI is reshaping buyer research and decision-making.
- Learn why customers switch and how to prevent it, using insights on emotional drivers, value perceptions, and partnership expectations to strengthen retention and reduce churn.
Research & Tools
| Name | Actions |
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1. Software Buyer Insights 2025 Report – This report offers vendors a clear view of what truly drives satisfaction – and what leads customers to walk away.
This research uncovers the patterns behind buyer behavior, including why customers stay, why they switch, and how pricing, discovery, and emotional experience shape the modern software relationship. The findings will help vendors shift from product-centric selling to relationship-focused growth.
| Name | Actions |
|---|---|
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Software Buyer Insights 2025: The New Rules of Software Selection
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