I’m sure everyone in B2B sales and marketing has experienced the ‘irrational’ purchaser. B2B buying decisions often seem to defy common sense.

Your prospect accepts that your solution can do things their existing supplier can’t offer; they’re not happy with the customer service they’re currently getting; and your price is competitive. Yet they stick with what, and who, they know.

Have you ever been left scratching your head wondering why this happened?

Rather than rail against the injustice when your red hot prospect opts to […]