The buying experience is crucial for businesses as it shapes the prospect's attitude towards the company. A positive buying experience can lead to increased conversion rates, higher average deal sizes, shorter sales cycles, lower customer churn, and more referrals from customers and prospects. To provide a stellar buying experience, companies should focus on making the process relevant, effortless, and transparent for their prospects. Some often overlooked aspects of a positive B2B buying experience include discovery, omnichannel engagement, personalization, post-sales support, and customer off-boarding. Businesses can improve these aspects by understanding their customers' needs and preferences, providing consistent communication across multiple channels, offering tailored experiences, ensuring smooth onboarding, and conducting proper customer off-boarding.