Show notes
Having the best product or solution doesn't guarantee you'll win the business. So what really influences a customer's decision?
In this episode of Sales Today, Fred Copestake is joined by Nick Buxton, founder of Value Led Growth, to explore the growing trust gap in B2B sales and why buyers are increasingly reluctant to take risks, even when a better solution is available.
Nick introduces a simple but powerful equation: Buyer Confidence = Expected Value − Perceived Risk.
Together, they discuss why salespeople need to look beyond ROI and product benefits, understand the personal risks buyers…
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