How to build buyer rapport without manufacturing similarity
Build buyer rapport through attention, accurate understanding, and truthful common ground.
The journal
Articles
Essays on judgment, influence, and what happens when the stakes get personal.
Does repeated brand exposure make customers more likely to buy?
Repeated exposure can affect liking, but it does not establish that customers will buy or that repetition answers their risk questions. Separate recognitio...
What role do emotions play in a major B2B purchase?
Emotions can influence a major B2B purchase by shaping how people interpret risk, compare options, and anticipate the consequences of their recommendation....
Are your customer interviews producing agreement or insight?
Use customer interviews to investigate recent behavior and decisions rather than solicit agreement with your proposed solution.
When small commitments help buyers and when they trap them
Small commitments help buyers when each step answers a useful question and remains proportionate to the decision. They trap buyers when the seller treats e...
How many options should you give a customer to compare?
Give customers the options needed to compare meaningful differences without forcing them to decode irrelevant variation.
What makes a customer case study credible to other buyers?
A credible customer case study shows what changed, how the result was measured, and which conditions made it possible. It lets another buyer judge relevanc...
How to use expertise as proof without overstating authority
Verify the credential, its current status where relevant, and its connection to the claim. Explain the evidence for the offer separately so an expert’...
How to help a buying committee agree on the real problem
Help stakeholders write a shared problem statement before asking them to endorse your solution. Confirm each person’s acceptance criteria and approva...