One of the most common fallacies we hear from prospective clients is, “…but people don’t search online for our type of business.” This type of thinking couldn’t be farther from the truth.

In fact, hundreds of millions of searches are conducted online daily. People have come to rely on search engines to conduct research, compare products and obtain services. They no longer use the telephone book, trade journals, or encyclopedias as their primary source of information. Rather, they are turning to the Internet and harnessing the power of search engines to find the products and services they need.

The Numbers Speak for Themselves

A recent 2007 study provides convincing data on how customers utilize search engines in the buying process (Pew Research Center). The study showed that 85% of B2B customers use the Internet during the buying process and that 83% found the vendor from which they purchased online.

Additionally, 64% of customers go to search engines before any other online source to gather information about a product or service. In the event where customers receive initial information from an offline source, such as a tradeshow or business colleague, they still turn to a search engine to find a vendor’s website. Lastly, the report documents that 41.5% of customers start using a search engine early on in the buying process, as early as 2-12 months in advance of purchasing.

The Bottom Line

Before subscribing to the notion that potential customers don’t utilize the Internet as part of their buying process, check out the facts first. B2B customers are goal-oriented when it comes to utilizing search engines. They’re not spending hours of their time surfing the Internet “hoping” to find something. They are on a mission to find the best possible vendor for their needs. They ARE searching online, and they’re doing it with purpose.