What triggers B2B buyers to issue an RFP? Do buyers usually go into the RFP process already favoring a vendor? Which factors have the most influence on selecting a winner?
To find out, Responsive conducted a survey in July 2025 among 350 B2B buyers involved in vendor selection.
B2B buyers say RFPs are most often triggered when they're looking for a better price, when they're making a particularly critical/high-stakes purchase, and when they're looking to demonstrate fairness to vendors.
Some 39% of B2B buyers say they usually go into the RFP process without a favorite vendor in mind, 45% say they go in with a favored vendor but all have a chance to win, and 16% say they go into the process with a vendor they're going to pick no matter what.
Some 81% of B2B buyers say a vendor's RFP response is very or extremely influential on shaping their decision.
B2B buyers say the top things that matter when selecting a winning vendor are industry expertise, pricing/cost structure, innovation, and product fit.
About the research: The report was based on data from a survey conducted in July 2025 among 350 B2B buyers involved in vendor selection.
