The psychology behind complex B2B deals—across industries, roles, and situations.
The psychological barriers that kill momentum in complex B2B sales.
Every buying decision is an identity decision. Here's how to see it.
The dynamics of multi-stakeholder buying decisions.
Why every complex deal requires mastering two different sales motions.
Decoding the gap between what buyers say and what they're actually thinking.
How to identify, cultivate, and arm the people who sell for you when you're not in the room.
How to identify who really influences buying decisions in complex organizations.
Why price objections are rarely about price and how to decode them.
How to create authentic urgency without resorting to artificial pressure tactics.
The psychology shifts that happen after the initial sale closes.
Fear-based selling, career-risk buyers, multi-stakeholder dynamics. The highest-stakes B2B vertical.
Regulatory fear, patient safety stakes, and extreme risk aversion define this market.
Regulatory scrutiny, audit fear, and reputation protection drive conservative buying behavior.
Sophisticated buyers, competitive markets, and clear ROI requirements define this space.
Conservative buyers, long relationships, and operational risk fear characterize this market.
Extremely conservative profession with partnership dynamics and reputation protection.
Subscription economics, technical buyers, and land-and-expand motions define this market.
Complex procurement, risk aversion, and political dynamics define public sector sales.
Mission-driven buyers, committee governance, and budget constraints shape this market.
Partnership dynamics, billable hour economics, and professional skepticism define this market.
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