You've heard the saying, "No one ever got fired for buying IBM," but do you know the psychology behind it?

B2B sales reps often focus on how their solution is different, better, and has the latest features and functions. Buyers, meanwhile, are often fundamentally averse to anything revolutionary or innovative.

Their professional reputation is on the line with every purchase they make - especially the big ones. In many cases, the secret to building confidence in your solution is to de-risk the purchase process.

Dale Harrison, a B2B marketing strategist, joins Closing Time to explain the difference between a buyer's perception of "value" vs. "risk-adjusted value," and why today's buyers suffer from FOFU (Fear of F***ing Up).

Watch the episode on YouTube.

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Connect With:

• Dale Harrison: LinkedIn

• Val Riley: LinkedIn

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