By 2025, a B2B buyer has already completed 65% of the purchasing process before even contacting a supplier. What’s really happening behind the closed doors of buying committees? And how can sales and marketing strategies be adapted to these new dynamics?
Infopro Digital Media — a leading B2B media player in France — sheds light on this transformation with a detailed map of emerging operational models. Drawing on data from a global survey, the analysis provides key insights into the unique profile of the French B2B buyer.
A Shorter Buying Cycle
According to the Infopro Digital Media report, France stands out with a notably shorter B2B buying cycle. The average purchase journey lasts between 4 and 8 months, compared to 11 months globally—and over a year in the Asia-Pacific market. What explains such a gap?
Smaller Deal Sizes
To begin with, the average deal size in France is lower than the global average. The median sits at €105,000, compared to €185,000 to €370,000 in North America. The study identifies a key threshold at €90,000—beyond which the length of the buying cycle significantly increases.
Smaller Buying Committees
French purchasing committees also tend to be smaller, typically involving 5 to 8 people. By contrast, average committee sizes in EMEA markets exceed 10 members. In the Asia-Pacific region, buying decisions often involve up to a dozen stakeholders.
A Shortlist of 3 Suppliers
Another French characteristic: a shortlist of just three suppliers for purchases below €90,000. The study reports an average of 2.9 vendors considered—versus 5 in Asia-Pacific.
Speed as a Mindset
Even when adjusting for variables, French B2B buyers consistently rank among the fastest decision-makers. For instance, adding one more supplier to the process only extends the buying cycle by 30 days—half the global average.
A More Rigid, Closed Process
The French B2B buying process is relatively rigid and operates within a closed loop. In France, 70% of buyers do not use external consultants—making it a global outlier. In North America, the opposite is true: 70% of purchases involve outside support.
What Does This Mean for Suppliers?
This French particularity has direct implications for B2B suppliers. The local decision-making model favors incumbent vendors and brand visibility over external influence or third-party recommendations.
How to Break Into a Closed System?
To enter this closed buying circle, B2B suppliers can rely on proven strategies. Another study conducted by Infopro Digital in 2024 highlighted the top three methods preferred by buyers: word of mouth, social media, and professional events.
In 2025, physical and digital influence networks must be cultivated in parallel to win over a target audience that remains highly relationship-driven.
First Contact: More About Validation Than Information Gathering
Autonomous and well-informed, today’s B2B buyer knows where to find information long before meeting a sales representative. By the time they begin their research, specific criteria have already been defined—and those rarely change throughout the buying journey.
When a first meeting with a new supplier does take place, the decision-making process is nearly complete. The objective is no longer to explore options, but to validate key elements identified during the research phase by the buying committee.
This first contact typically occurs two-thirds of the way through the buying journey. In practice, however, the timing can vary significantly from one case to another and appears to be only slightly influenced by factors such as deal size, industry, or company size.
As a result, it's difficult to predict exactly when a supplier will be contacted. In this context, the only certainty for vendors is the need to ensure that relevant information is visible and accessible through the right channels.
Tips for B2B Suppliers
To build a compelling image in the minds of decision-makers before any meeting takes place, visibility is key—but so is the ability to immediately confirm expectations during that first interaction.
Sales and Marketing Alignment
As previously discussed, alignment between sales and marketing teams ensures message consistency and maximizes impact on B2B prospects.
Choosing the Right Visibility Channels
Industry media and professional networks, search engine presence, and participation in key sector events—all these channels must be strategically leveraged. Each plays a role in shaping a strong, credible image that reaches the buyer committee.
Validating Predefined Criteria
Since most buyer committees have already established fixed selection criteria, the salesperson’s role is to validate those expectations with concrete proof: client case studies, ROI simulations, product demos, and more.
Responsiveness at First Contact
The study reveals that “the first to respond usually wins the deal.” In fact, 73% of French B2B buyers surveyed said they selected the first supplier they contacted—who often becomes the frontrunner on the shortlist. The odds are already in their favor. But it's up to you, B2B suppliers, to seize the opportunity. Be responsive—and above all, be prepared for that first exchange. The salesperson’s strengths at this stage are active listening, reassurance, and a clear, confident pitch.