It's Been Emotional
The role of emotion in B2B decision making
The role of emotion in B2B decision making
Contents
“Most of us think of ourselves as thinking creatures that feel, but we are actually feeling creatures that think”
A show of hands
Business value perceptions hardly vary between brands
Only 14% see real difference between suppliers and value this enough to pay for it
So how do we make decisions?
You cannot control your brain...
Doctors cannot control their brains!
The Elephant and the Rider
Phineas Gage
Iowa Gambling Task
Risk aversion is on our motherboard
Risk and reward in B2C vs B2B
Personal value has twice the impact of business value on purchasing decisions
The riskier the decision, the more we look for emotional connections
70% of people who see personal value will buy and pay a higher price
Who's doing it?
Focus on the experience
The path ahead
When you get it right
Engage the human being behind the role
Thank you for listening
Thank you for reading It's Been Emotional
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