Companies don’t buy, people (in companies) do.
The reasons people buy are:
People are convenience driven. If a vendor or supplier offers a higher level of convenience, then it is likely people will buy again.
Once people are used to buy from a vendor it is likely they will buy again as the process is known.
Security vs risks:
The product, solution or service needs to bring additional security or reducing risks.
Being able to buy empowers people. Even in companies people get power when they can buy.
Peace vs fear
The peace of mind by having nothing to fear about. Known vendors or suppliers with known products or services will always get preference.
Although one would only expect poch to be a driver in retail business, it happens too in B2B purchases as people like to brag or show off what they have bought – even if it is only for the company.
What drives your decision for buying in your company ?