Nearly half of senior buyers say suppliers lose out on credibility

New research from Emmett & Churchman says 45% of senior decision-makers see capable suppliers miss new business because they cannot prove credibility. The findings suggest trust, reputation and consistent evidence now shape B2B buying decisions as much as technical capability.

Why it matters: - B2B suppliers can lose deals even when they are technically capable. - The research suggests credibility, not just capability, is now a gatekeeper for shortlist access, internal buy-in and final selection. - The findings matter most in high-stakes purchases, where 86% of surveyed senior technology decision-makers said trust and credibility matter more as risk rises.

What happened: - Emmett & Churchman published The Trust Advantage 2026 today. - The study surveyed 200 UK senior technology decision-makers and included in-depth interviews with 19 senior business leaders responsible for high-stakes commercial decisions. - Nearly half, 45%, said capable suppliers fail to win new business because they struggle to prove their credibility. - Another 19% said capable suppliers never make the shortlist because buyers do not know enough about them.

The details: - The research describes a “Commercial Credibility Gap” between what a business believes it can deliver and what a buyer can confidently recognise, believe and defend. - Reputation shapes early buying decisions. Forty-two percent said strong market reputation most determines which businesses make an initial shortlist. - Visible expertise ranked next at 34%. - Relevant case studies and trusted recommendations were each cited by 29%. - Independent validation was cited by 28%. - Even after a supplier makes the shortlist, credibility can fall apart. Thirty-one percent said technically capable suppliers most often lose out during commercial discussions. - By comparison, 22% pointed to detailed technical evaluation. - For challengers, 57% said they are likely or very likely to choose a lesser-known supplier over an incumbent if they trust the challenger more. - Another 30% said that choice depends on the context. - The most damaging trust-breakers were over-promising or making inflated claims without proof, cited by 40%. - Inconsistent or unclear messaging followed at 38%. - The report is available as the full report.

Between the lines: - The findings suggest many B2B buying decisions hinge on whether a supplier can make its competence legible to buyers, not just whether the supplier has the capability. - The interviews indicate that commercial behavior, internal consistency and proof points can matter as much as product or technical merit. - Emmett & Churchman said buyers need evidence that helps them recognize expertise, believe claims and defend the decision internally. - The consultancy also said the biggest competitor may be the supplier that is easier to believe, not the one that is more capable.

What's next: - Businesses looking to win complex deals may need tighter alignment between leadership, sales, marketing and delivery. - The research implies suppliers will need stronger proof, clearer messaging and more visible third-party validation to improve shortlist chances and conversion rates. - Emmett & Churchman framed commercial credibility as a company-wide discipline rather than a marketing-only task.

The bottom line: - Capability alone is not enough in high-stakes B2B sales. Buyers also need evidence they can trust, repeat and defend.