For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has been an accepted paradigm regarding B2B buying decisions. This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational. In essence, a prevailing belief B2B buying decisions were exclusively very rational and based on comparative options.
This is truly not the case – anymore.
What we are learning over the past decade, in which the thousands of buyer interviews I have completed appears to confirm, is emotions are very much a significant part of B2B buying decision-making today. Playing an increasing role, as more decisions become high stakes, personalized, and emotionally charged…
