No-decision prevention: keep context inside the buying committee

The ability to preserve buyer understanding across the decision cycle.

Why the category matters

• After 25+ years in B2B sales, I've come to believe we're missing something in the way we think about sales communication.
• We spend enormous amounts of time improving
• But most of those improvements focus on what happens while the salesperson is present.
• Complex buying doesn't work that way anymore.

Late in the evaluation cycle buyers are making decisions but it's usually not about features or price.

• Do we really need to make this change?
• Is the value of change worth the pain of the change?
• What happens if this project doesn't provide the value we want?
• What happens if this fails altogether?

Video is a key communication tool to help your buyers navigate late stage concerns. While you may have the opportunity to speak to the project sponsor you may not be able to speak to the whole leadership team. Video is a tool so your narrative can be used to reassure, offer commitments, and to help make the buyers confident they can move forward. You're not going to get that from a slide deck, an email or a pdf.