Gartners Buying B2B Software Trends 2024

Presales – Why Knowing Your Customer Reviews is Crucial

Customer reviews on platforms like Capterra or G2 are the primary channels for your prospective buyers to gather information and prepare their shortlist.

According to Gartners Digital Markets 2024 Software Buying Behavior Survey, 98% of buyers read customer reviews before making a purchase decision, with 46% doing so before even contacting sales.

Customer Reviews in Presales from Gartners Digital Markets 2024 Software Buying Behavior Survey
Results from Gartners B2B Buyer Survey; showing that Reviews are the #1 source for doing research

This indicates two key points:

  1. Visibility on Review Platforms:
    • Customer reviews are vital, and your presence on key platforms is essential. Your prospects are using these reviews to form initial opinions and shortlist potential vendors.
  2. Understanding Customer Feedback:
    • In presales, knowing what your customers are publicly sharing about you is crucial. Prospects will read these reviews and come to your calls and demos with pre-formed biases.

Example: HubSpot on G2

Let’s consider HubSpot reviews on G2. One of the questions asked is, „What do you NOT like about HubSpot?“

All popular review platforms ask for negative feedback – be prepared!

This kind of input is exactly what buyers look for when evaluating new tools. Genuine, negative feedback is often more impactful than positive reviews because it highlights potential issues and sets realistic expectations.

Nobody likes 5-star fake reviews; looks to good to be true!

Actionable Steps in Presales

  1. Review Analysis:
    • Regularly review what customers are saying about you on key platforms like G2 and Capterra.
    • Identify recurring patterns in the feedback, both positive and negative. This will help you understand the common concerns and praises your customers have.
  2. Proactive Engagement:
    • If prospects don’t bring up specific concerns, proactively ask if they have reviewed your testimonials online and if they have any questions or concerns.
    • Addressing potential doubts early can prevent them from growing into larger issues. For instance, if complexity is a common concern, be prepared with scenarios that demonstrate how easy your product is to use.

Fishing for concerns might seem counterintuitive, but it’s significantly more effective to address any doubts straight away rather than letting them fester and potentially derail the sales process.


Reviews are a powerful tool to anticipate what your prospective buyers are worrying about. Use this information to your advantage by being proactive in your approach, addressing objections before they arise, and guiding your prospects through the buying journey.

This approach aligns with modern buying behavior. It’s less about pushing product knowledge and more about providing guidance and anticipating customer needs. By doing so, you position yourself as a trusted advisor, which can significantly enhance your chances of closing the deal.

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