Press Release: New Bredin Research: How SMB Buying Behavior is Changing and its Implications for the Channel

CAMBRIDGE,  Mass., [July 28, 2026] — New research from Bredin reveals important shifts in how small and midsized businesses (SMBs) evaluate vendors and make purchase decisions.

Bredin SMB MarketPulse, a monthly report based on a survey of 500 U.S. SMB decision-makers, finds that purchase decisions are becoming more complex and taking somewhat longer, while buying teams grow substantially as company size increases. The survey also reveals what SMBs prefer when it comes to pricing and incentives, as well as what is most likely to derail a sale.

“The findings show that go-to-market strategies need to keep pace with changes in SMB buying behavior,” says Stu Richards, Bredin CEO. “SMB buyer priorities and behaviors change, and companies need current insight to understand what is driving decisions and how to adapt.”

Survey Highlights:

• Buying teams grow with company size. The number of internal people involved in SMB purchase decisions rises significantly with company size, from an average of 2.5 at very small businesses (VSBs, with fewer than 20 employees) to 4.4 at small businesses (SBs, 20-99 employees) and nearly 7 at midsized businesses (MBs, 100-1,000 employees).
• SMBs are increasingly reliant on vendor guidance. 22% of VSBs say their reliance on vendor guidance has increased compared with a year ago, rising to 39% of MBs.

• Transparency matters. 77% rate clear, easy-to-understand pricing as very important, making it the top pricing, financing and payment consideration across all SMB segments.
• The right incentive depends on business size. VSBs prefer free trials, while money-back guarantees are the top offer for both SBs and MBs.
• Aggressive sales tactics can derail a deal. More than half of SMBs say an overly pushy or sales-focused approach is the leading deal-killer across SMB segments.
• Product updates are the top SMB nurture tactic. Across all SMB segments, they are the preferred way for vendors to stay on buyers’ radar. MBs also like industry research.

Learn more about SMB buying behavior, purchase triggers and levers, and high-impact conversion tactics during the upcoming Fastcast, Winning at SMB Sales, on Thursday August 6 at 1 p.m. ET. Attendees can also expect to learn about the SMB buying journey and how companies can use these insights to improve marketing and sales performance. 

About SMB MarketPulse

Bredin SMB MarketPulse is an annual subscription to monthly SMB research. Each report explores a different aspect of the SMB market, customer journey or buying behavior to help teams stay current on changing SMB needs, priorities and plans.

About Bredin

Bredin is a market research firm specializing in the SMB market. For more than two decades, Bredin has helped the world’s leading brands understand, reach and acquire SMB customers in the U.S. and around the world through custom and syndicated research.

Media Contact

Cat McNamara 

Cat@Bredin.com

937-815-5589

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