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buyer psychology

May 20 2025
You’re Not Just Selling Expertise — You’re Selling 'Epistemic Trust'

You’re Not Just Selling Expertise — You’re Selling ‘Epistemic Trust’

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Marketing Strategy & Growth
Why Technical Capability Loses to Interpretive Authority HP Field Notes | Highly Persuasive An industrial automation supplier spent 18 months building a case for their predictive maintenance platform. They had superior sensor accuracy, better algorithms, and a lower total cost of ownership than the incumbent. The technical comparison wasn't close.…
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May 14 2025
The Emotional Palette How Brands Can Trigger Complex Feelings Without Saying a Word

How Brands Can Trigger Complex Feelings & Emotions Without Saying a Word

By Business Strategy & Positioning, Branding & Identity, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology
How Brands Trigger Complex Feelings Without Saying a Word HP DemandSignals™ | Highly Persuasive The buyers evaluating your company are not processing your brand the way you think they are. They are not reading your case studies, forming views, then revising them as they read more. They are not comparing…
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May 12 2025
skeptical buyers seek clarity in b2b, saas and pro services

Why Clarity Feels Like Luxury to a Skeptical Buyer

By Marketing Strategy & Growth, Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Thought Leadership & Authority Building
Why Clarity Feels Like Luxury to a Skeptical Buyer HP DemandSignals™ | Highly Persuasive In 2013, Slack launched into a market already crowded with workplace communication tools. The obvious angle was features — real-time messaging, integrations, file sharing. Slack had all of these. So did several competitors. What Slack did…
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May 12 2025
b2b influence and persuasion for lead generation and sales cycles - highly persuasive.png

How to Build Influence & Persuasion Systems in B2B That Help You Dominate Your Category

By Business Strategy & Positioning, Branding & Identity, Influence & Consumer Psychology, Marketing Strategy & Growth
Why Influence in B2B Has Nothing to Do With Persuasion Tactics HP DemandSignals™ | Highly Persuasive The B2B companies that consistently close the most complex deals have something in common that isn't usually visible in their sales process. They don't appear to be selling. Their buyers describe the decision to…
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Apr 29 2025
5 mental filters buyers use to filter filter your brand - brand strategy

The Cognitive Shortcuts Buyers Use to Filter Out 80% of Suppliers Before the Evaluation Begins

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Marketing Strategy & Growth, Pricing & Revenue Growth, Thought Leadership & Authority Building
The Cognitive Shortcuts Buyers Use to Filter Out 80% of Suppliers Before the Evaluation Begins HP DemandSignals™ | Highly Persuasive The formal evaluation — the structured comparison of shortlisted suppliers against defined criteria — is not where most B2B selection decisions are actually made. It's where they're confirmed. By the…
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