Buyers today continue to evolve. Big market forces, including curiosity around finding AI-driven efficiencies, drive real curiosity to learn more from suppliers. And yet, at the same time, buyers seem to walk in the door with very entrenched beliefs and too often exhibit hesitancy that rears its head in the form of unexpected deal stalls.

What is the best way to differentiate in this environment? How do the best sellers persuade hesitant buyers? How can cases for change be updated to reflect risk- and fear-based objections that are often more the rule than the exception?

Our research is ongoing, including a deeper examination of our proprietary predictive model, hundreds of interviews we've conducted, and a collaboration with a leading social scientist who specializes in customer communications. Her name is Tamsen Webster, herself having written a few books, and together we've been hard at work building an exciting and unique method for engaging buyers.

We will be unpacking the approach, Generating Fearless Buyers, in a series of videos we’ll be sharing in four installments.