Research Says "Bullies" Dictate Most Buying Decisions
B2B Marketing Directions
SEPTEMBER 24, 2017
New research says the conventional wisdom may be wrong. Specifically, B2B buying is all about minimizing fear by eliminating risk." ( The BuyerSphere Project , 2009). Mr. Martin's research confirms that most B2B buyers are risk averse, but it also shows that the degree of risk aversion varies across industries and business functions.
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