How To Win Buyers In 2026

We have entered a new buyer era, one defined not by hesitation, but by a fundamental trust deficit in vendor promises.

Buyers are almost twice as likely to do business with vendors they trust; yet many have not established that trust before the crucial moment when shortlists are formed. 85% of buyers choose from their day one shortlist, with 90% having prior experience with at least one of the vendors they considered.

In short, if trust is not established early, you become invisible.

This shift demands a buyer-led approach that prioritizes enablement…