Why Being First Still Wins in B2B Tech Sales (But It’s More Than Just Speed)

In the early days of the 24 Hours of Le Mans, drivers didn’t begin the race behind the wheel.

They lined up on one side of the track, while their cars waited on the other. When the flag dropped, they sprinted across the asphalt, jumped in, fired up cold engines, and peeled out – often before their seatbelts were even buckled.

It was dangerous. It was dramatic. And it was a test of nerve, reflexes, and preparation.

Now imagine arriving at Le Mans with no idea that this is how the race starts. While others are mid-sprint, you’re still standing still, helmet in hand, wondering what is going on at this motor race you signed up for, and why you’re already behind before the race has even begun.

That’s what it feels like to step into a B2B sales conversation today without having already shaped the buyer’s thinking.

You’re not late to the race, you just didn’t know it had already started.

The Buyer Is Already in Motion

The traditional belief in tech sales is simple: be the first to respond, and you’re halfway to winning the deal. And to be fair, the numbers still seem to support that logic.

Studies show that 35–50% of B2B sales go to the vendor who responds first, and 84% of buyers say the first sales rep they speak with often ends up securing the business. It’s clear that speed still plays a role in deal velocity and conversion.

But here’s the problem – you might be moving fast, but in the wrong direction.

Because by the time most sales teams even see a lead, the buyer is already well down the track. According to Forrester, buyers now complete over 50% of their research before speaking to a sales rep, and 92% begin that journey with a vendor already in mind.

So while you're racing to respond, someone else has already claimed pole position in the buyer's head.

You’re Not Just Competing on Product. You’re Competing on Perception

When we talk about being “first,” we tend to think in terms of action: the first email, the first call, the first demo.

But buyers don’t think in terms of outreach, they think in terms of impressions. And first impressions matter more than we like to admit.

Psychologically, the first vendor a buyer encounters often becomes the benchmark.

Anchoring bias sets their expectations. Confirmation bias kicks in as they seek evidence to support that first instinct. And if that vendor manages to deliver real value early, emotional momentum builds. Trust forms quickly and it’s hard to dislodge.

In fact, 74% of buyers say they’re most likely to go with the first sales rep who delivers real, useful insight—not just the one who gets there first, but the one who makes that first moment count.

This is the new competitive edge. Not just speed. Substance.

The New Game: Winning Before the Buyer Even Arrives

Here’s what’s really changed.

In a world where buyers are researching in stealth mode – reading analyst reports, consuming content, and asking peers for recommendations – the brands that win aren’t just fast to respond.

They’re already there.

This is the heart of Preference Marketing: the practice of shaping buyer perceptions before active demand is declared. It’s not about chasing leads – it’s about teaching, guiding, and earning trust early enough that by the time a buyer is ready to talk, you’re already the obvious choice.

The companies doing this well aren’t waiting around for MQLs to appear in their dashboards. They’re proactively educating their market – not about their product, but about the problem their product exists to solve.

They’re planting flags in the buyer’s mind through consistent, strategic investments in visibility, credibility, and thought leadership:

·       They’re showing up in analyst briefings and industry media to lend authority to emerging trends.

·       They’re running ABM campaigns that warm up key accounts before those accounts realise they have a need.

·       They’re publishing high-value content that helps buyers frame the problem clearly, so that the solution feels obvious.

·       They’re earning executive attention through insight so they’re remembered when strategy shifts.

·       And they’re using intent signals and behavioural data not just to sell, but to serve up content that deepens understanding and builds confidence.

When buyers feel like you’ve already helped them make sense of their world, they’re far more likely to believe you can help solve their problem. These aren’t isolated tactics. Together, they create a sense of inevitability. By the time the buyer fills out a form, the race is already halfway run – and they’re already thinking in your direction.

Speed Still Matters. But Only When It’s Built on Early Advantage

None of this means you can ignore speed. When the buyer does reach out, they still expect a fast response, and a high-value one.

Forrester reports that 77% of B2B buyers expect a vendor to respond immediately when they express interest. But that speed needs to be paired with context. If you’re just blasting a pitch deck, you’re not accelerating – you’re spinning your wheels. The modern sales engine runs best when three stages are working in sync:

Stage	Focus	Purpose
Preference	Analyst relations, thought leadership, earned media	Create early mental bias
Presence	Website UX, content experiences, retargeting	Maintain awareness and recall
Performance	SDR outreach, demos, proposals	Convert with speed + contextual value

 It’s not just about hitting the gas.It’s about knowing exactly when – and why – you’re making your move.

Sales and Marketing Need to Sync Before the Start Line

This shift in buyer behaviour isn’t just a marketing problem or a sales challenge, it’s a coordination issue. To win this new race, marketing must start creating demand long before it’s declared, while sales must be equipped to respond with relevance, not just urgency.

That also means rethinking how we score, route, and prioritise leads. It’s not enough to act on activity alone. You need to factor in propensity, not just who’s clicking, but who’s actually likely to buy, and when.

In the Le Mans era, the best teams didn’t just train for the sprint to the car. They strategized how to be ready before the flag dropped.

The same applies here.

The Real First-Mover Advantage

Being first is still a key advantage. But first no longer means being the first to pick up the phone or send a follow-up. It means being first in the buyer’s thinking. First to add meaningful value. First to frame the conversation in a way that sticks.

It’s not just about being the fastest – it’s about being unforgettable before the race even begins. And if you’re waiting for the buyer to make the first move, you’re not just behind.

You’re still in the paddock, squeezing into your racing boots and thinking about tyre strategy.

Ready to move up the grid?

At Quantum, we help B2B tech teams build momentum before the funnel. From strategic positioning to full-funnel execution, we’ll make sure you’re not just faster – you’re first where it counts.

Contact us below to find out how we can help you win the race before it starts.

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