How do you choose?

Hi 👋 A few questions about how you choose suppliers in [category] — what matters and what rules someone out. There are no wrong answers. Two minutes.

1. Which criteria matter most when you choose a supplier?

Select up to 3 answers

  • Price
  • Ease of use
  • Features
  • Integration
  • Reliability
  • Support
  • References
  • Speed of setup
  • Long-term fit

2. What rules a supplier out first?

Select one answer

  • Price too high
  • Slow or no answers
  • Missing a must-have feature
  • Bad first impression
  • No references in our field
  • Unclear what they do
  • Nothing, we compare everything

3. How many suppliers do you usually compare?

Select one answer

  • Only one
  • Two or three
  • Four or five
  • More than five
  • Not sure

4. What do you compare a new supplier against?

Select one or more answers

  • Direct competitors
  • Building it ourselves
  • Our current supplier
  • A different kind of solution
  • Doing nothing

5. Which mistake do suppliers make most often?

500

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Survey Templates Customer Feedback

Buyer Decision Criteria

Who it's for

Anyone selling to businesses who wants to know how buyers in their field actually choose. Ask people who are not your customers.

Who answers

Buyers and decision makers in your market, at their desk. Five questions.

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What you'll see

  • The criteria that decide a supplier, ranked by the people who do the deciding
  • What rules a supplier out on the spot
  • The mistake suppliers make most often, in buyers' own words

How to get good answers

  • Ask people who have never bought from you. Your own customers already chose you and cannot tell you why others did not.
  • Run it once a year. Buying criteria in a market move slowly.
  • Do not put your company name anywhere in it. The moment buyers know who is asking, the answers turn polite.
  • Read 'what rules a supplier out' first. You are being eliminated before you are being compared.

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