Best Practice Report

Leverage Trust To Overcome Defensive Decision-Making

September 9th, 2022
Mike Pregler, null
Mike Pregler
With contributors:
Lori Wizdo , Shannon Colford , Kate Pierpont


B2B buyers believe most risks associated with a purchase decision fall to them personally, while most rewards accrue to the business they represent. The resulting risk-reward gap fuels defensive decision-making, where buyers routinely select the safest solution for them rather than the best solution for the business. This report shows how marketing, sales, and product teams can devise strategies that build trust with both individual buyers and buying groups, and that focus on the human-scale decision-making process.

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