Author: Jonathan W. Pritchard

Interested B2B buyers delay when a purchase remains difficult to justify, approve, or prioritize. Separate unresolved risk from internal disagreement and a...

Help stakeholders write a shared problem statement before asking them to endorse your solution. Confirm each person’s acceptance criteria and approva...

Verify the credential, its current status where relevant, and its connection to the claim. Explain the evidence for the offer separately so an expert’...

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...

Give customers the options needed to compare meaningful differences without forcing them to decode irrelevant variation.

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...

Use customer interviews to investigate recent behavior and decisions rather than solicit agreement with your proposed solution.

Emotions can influence a major B2B purchase by shaping how people interpret risk, compare options, and anticipate the consequences of their recommendation....

Repeated exposure can affect liking, but it does not establish that customers will buy or that repetition answers their risk questions. Separate recognitio...

Build buyer rapport through attention, accurate understanding, and truthful common ground.