Secure the yes. Share what buyers need, when they need it.

Picture this: Eminem, in the final rap battle  of the 2002 drama film 8 Mile, delivers a tour de force by pre-empting every insult his opponent could throw at him. As a result, he leaves his rival speechless and clinches victory. Now, you might wonder what this has to do with B2B sales. It turns out, quite a lot.

When it comes to B2B buying decisions, channelling your inner Eminem can make all the difference between closing a deal or losing to your competition. Why? Because in a world where buyers are becoming more sophisticated, providing customers with the right information at the right time is the key to success.

But don’t just take our word for it. Let's break down why information delivery is critical in B2B sales and how you can master this skill.

Building B2B sales for the long haul

The average B2B sales cycle is not for the faint-hearted. According to Green Hat’s 2024  APAC B2B Buyer Journey report, it spans 13 months and involves an average of 12.8 stakeholders in the buying committee. In fact, today’s B2B sales funnel looks more and more like a complex labyrinth.

Also, your buyers aren’t making impulse purchases. They’re evaluating information to determine long-term value, technical integration, and ROI, all while dodging internal politics and aligning on a final decision.

And here’s the kicker: almost 73% of this buying process happens before a prospect even contacts you. They’re conducting ‘anonymous’ research, comparing vendors, and creating shortlists. If they’re reaching out to you, you’ve already made the cut.

However, 82% of APAC buyers favour the first seller they contact. This means your chance of winning largely depends on your ability to provide the information they need, when they need it.

Which begs the question: are you giving them what they need to say ‘yes’?

Pre-empting questions builds trust (and seals deals)

Back to Eminem. His rap battle strategy works because he anticipates and addresses his opponent’s insults before they’re even spoken. This disarming tactic has a perfect parallel in B2B sales.

When you pre-empt your buyers' questions and concerns, you:

• Earn trust: Almost 48% of B2B buyers report that finding up-to-date product information is their biggest challenge. By offering all the details upfront, you demonstrate transparency and position yourself as a trusted partner.

  
  

• Show you understand their concerns: Buyers want to work with vendors who ‘get’ them and their business. Being proactive shows you're not just selling a product, but solving problems.

  
  

• Simplify their decision-making: The overwhelming amount of information available today leaves buyers paralysed. A strategic approach to delivering concise and relevant information makes their lives easier.

  
  

Give B2B product information the special treatment

Unlike the simplicity of B2C product descriptions (think ‘fits true to size’ or ‘gluten-free’), B2B product information is a world of its own. Here’s why:

1. It’s more complex 

   Buyers need detailed technical specifications, data sheets, and integration capabilities. Every number and metric matters.

   
   

2. It’s focused on long-term value 

   These aren't one-off purchases. They’re investments meant to integrate seamlessly and add ongoing value, making predictability and ROI crucial pieces of the equation.

   
   

3. It’s built for savvy buyers 

   Your customers likely have technical knowledge. They’re not browsing casually—they’re actively assessing whether your solution is worth it.

   
   

4. It’s a group decision 

   Purchasing in B2B isn’t a solo game. On average, 12.8 people weigh in on the decision, whether it’s procurement, finance, IT, or the C-suite.

   
   

5. It justifies big spends 

   Budget spend relies on more than a handshake and a smile. Buyers need robust, data-backed justifications to move forward.

   
   

The challenge? All this information can feel overwhelming

Sure, providing comprehensive information is important. But there’s a fine line between being helpful and drowning your buyers in details. 50% of buyers report feeling overwhelmed by the sheer amount of data available, according to Gartner.

This is where you, as a skilled salesperson, come in. Your job is not just to present product information, but to guide your buyers through it. Think of yourself as their ‘information sense maker’—curating relevant details, answering pressing questions, and demystifying complexities.

Unfortunately, many businesses struggle with this. Often, the role of sales falls to company owners who, while rich in product knowledge, may lack the strategic sales skills to break down information effectively.

How to deliver the right information at the right time

Sales isn’t just about closing deals. Simplifying the buying process and giving your customers what they need, when they need it, is how you win. And that includes developing systems, educating your team, and aligning your sales process with buyer behaviour.

Not sure where to start? With the help of a partner committed to giving your business the tools it needs to grow, you can take the guesswork out of sales and operational development.

Want to discuss how to bring more ‘yeses’ into your sales cycle? Book a call with Morphability today.

Because when you give buyers everything they need, there’s only one thing left for them to say.

Yes.