Buyer psychology is an important but much overlooked subject.
Most B2B buying decisions fail not because the product was wrong, but because the decision became indefensible later. Buyers worry about exposure, reputation and even career risk. It's why many deals are lost to ‘no decision’: no change is often perceived to be the least riskiest path. The best sellers know this and help buyers build defensible decisions.
The buyer has six tasks across four stages, each of which brings its own risks
> Choose
1. Prioritise a results gap worth acting on now
2. Define expected improvement
3. Do enough due diligence to choose without regret
> Commit
4. Secure approval by making risk explicit
> Deliver
5. Trigger early evidence before patience decays
> Review
6. Defend the decision with hindsight integrity
Most GTM failures are misdiagnosed as messaging, pricing, or confidence problems. In reality, they are decision-defensibility problems.
The best sellers help buyers survive decisions by:
* framing problems as high-priority results gaps
* aligning buying groups around defensible targets
* enabling diligence that is sufficient, transparent but not exhaustive
* making risk explicit and shared
* delivering early evidence of progress
Do it right and growth compounds when fewer decisions are regretted and more are repeated.
More here, including a link to deep dive white paper.
Wow. Thanks for sharing such a comprehensive comment. Brilliant detail and wisdom! You're welcome on my feed anytime!! Check out all my feed and founder tools
It is a lovely reminder that clarity remains the ultimate goal in our writing, @Chris Tottman I often find that when we trim back the noise, our core message finally has the space to breathe on the LinkedIn feed. Adding a simple, human and personal touch to your opening hook can often boost your post engagement by 15 percent according to recent platform benchmarks. How do you decide which elements to cut when you are refining a draft?
This article made a lot of sense. Thanks for systemising the whole demand generation funnel. Being a GTM specialist, my customers often want me to spin a magic outreach to a 30% market that does not know that the product can solve their problem.
My pleasure! Thanks for the kind comments. Feel free to check out the feeds and archives - there are more than 50 Founder Tools and loads of deep dives ✨
Chris,
Buyer psychology is an important but much overlooked subject.
Most B2B buying decisions fail not because the product was wrong, but because the decision became indefensible later. Buyers worry about exposure, reputation and even career risk. It's why many deals are lost to ‘no decision’: no change is often perceived to be the least riskiest path. The best sellers know this and help buyers build defensible decisions.
The buyer has six tasks across four stages, each of which brings its own risks
> Choose
1. Prioritise a results gap worth acting on now
2. Define expected improvement
3. Do enough due diligence to choose without regret
> Commit
4. Secure approval by making risk explicit
> Deliver
5. Trigger early evidence before patience decays
> Review
6. Defend the decision with hindsight integrity
Most GTM failures are misdiagnosed as messaging, pricing, or confidence problems. In reality, they are decision-defensibility problems.
The best sellers help buyers survive decisions by:
* framing problems as high-priority results gaps
* aligning buying groups around defensible targets
* enabling diligence that is sufficient, transparent but not exhaustive
* making risk explicit and shared
* delivering early evidence of progress
Do it right and growth compounds when fewer decisions are regretted and more are repeated.
More here, including a link to deep dive white paper.
https://clgguy.substack.com/p/how-buyers-survive-decisions
Wow. Thanks for sharing such a comprehensive comment. Brilliant detail and wisdom! You're welcome on my feed anytime!! Check out all my feed and founder tools
It is a lovely reminder that clarity remains the ultimate goal in our writing, @Chris Tottman I often find that when we trim back the noise, our core message finally has the space to breathe on the LinkedIn feed. Adding a simple, human and personal touch to your opening hook can often boost your post engagement by 15 percent according to recent platform benchmarks. How do you decide which elements to cut when you are refining a draft?
Keep it clear and simple. Kicass !
This article made a lot of sense. Thanks for systemising the whole demand generation funnel. Being a GTM specialist, my customers often want me to spin a magic outreach to a 30% market that does not know that the product can solve their problem.
My pleasure! Thanks for the kind comments. Feel free to check out the feeds and archives - there are more than 50 Founder Tools and loads of deep dives ✨