How Buyers Build Their Shortlist – And Why It’s So Hard to Break In

The Invisible Shortlist: Why Most Vendors Never Get a Shot

In B2B sales, many vendors still operate under the outdated assumption that they can jump into the buying process AFTER prospect signals intent. But in today’s digital-first world, that thinking is obsolete. By the time a buyer reaches out to vendors, their shortlist is already set, making it extremely difficult for latecomers to break in.

A recent study by Bain and Google, published in Harvard Business Review, reveals a game-changing insight: buyers are forming their shortlist before they even start researching solutions. This means they aren’t waiting until they recognize a problem to begin considering vendors — they already have a mental shortlist shaped by past exposure, industry conversations, and peer recommendations. If your brand isn’t in their awareness before they reach the research phase, you’re already out of the running.

How Buyers Really Make Their Shortlist

The old B2B buying model suggested that prospects started with an open mind, using methods like search and attending industry conferences to build a long list of potential vendors, and then narrowed it down through research. But today’s reality is different.

Buyers don’t start with an open-ended search. Instead, they come to the table already aware of a handful of vendors. That awareness doesn’t come from late-stage research but from prior exposure — word of mouth, content, thought leadership, and consistent market visibility.

Here’s how the process unfolds:

• In the Awareness phase, a buyer realizes they have a problem but already has a mental shortlist of potential solutions based on past exposure.

• During the Consideration phase, they refine their understanding of the problem and begin researching options — but mostly within the vendors they already know.

• By the Decision stage, they are simply validating their final choice rather than exploring new options.

Why It’s Harder Than Ever to Break In

With the explosion of information available online, buyers no longer need to rely on direct interactions with sales reps to evaluate their options. Instead, they leverage digital content, peer recommendations, and third-party sources to educate themselves.

According to the HBR article, B2B buyers use an average of 10 different channels throughout their decision-making process, from vendor websites and webinars to LinkedIn discussions and industry reports. If your brand isn’t showing up in these channels early, you’re likely invisible when it matters most.

How to Get on the Shortlist Before the Buyer Starts Looking

1. Be Present Where Buyers Research
   Buyers aren’t waiting for vendors to pitch them — they’re actively seeking insights. Make sure your brand appears in LinkedIn discussions, industry reports, and other trusted sources they use for research.

2. Invest in Thought Leadership
   If buyers are forming opinions before they actively search for solutions, your content must be part of their early research journey. Publish authoritative insights that challenge industry assumptions, highlight emerging trends, and educate your audience before they even realize they need you.

3. Leverage Digital and Peer Influence
   Buyers trust their peers and independent voices more than vendor marketing. Foster customer advocacy, encourage testimonials, and ensure satisfied clients are sharing their experiences in forums where prospects are listening.

4. Make Buying Easy HBR’s research shows that friction in the buying process is a major deterrent. Streamline access to information, offer transparent pricing, and make it easy for potential buyers to find answers without having to engage in a lengthy sales process.

Influence Early or Be Left Out

The traditional B2B sales approach — waiting until buyers are actively searching — is no longer effective. If you’re not shaping the conversation early, you’re not getting on the shortlist.

To win more deals, vendors must shift from reactive selling to proactive influence. Engage buyers before they start searching, build credibility through thought leadership, and ensure that when a need arises, your company is already at the top of their list.

Because in today’s buying journey, if you’re not on the shortlist early, you’re not in the game at all.

About the Author: Candyce Edelen is founder of PropelGrowth, where she teaches B2B entrepreneurs and sales professionals to build authentic, human-to-human relationships on LinkedIn. Her strategies have helped clients shift from spammy automation to genuine outreach, resulting in higher-quality leads and increased sales. Candyce is passionate about helping professionals build trust and create a reliable, predictable sales pipeline. She's also a firm believer that you can't automate a relationship.