B2B buyers need education, not pressure

What B2B software buyers want in a sales interaction is perspectives on the market and help weighing their options. And we don't do that. We're just like, 'Here's our stuff. You figure it out, it's up to you.'

If a customer is indecisive, throwing FOMO into the mix makes it worse. So they're less likely to close the deal if you throw that in.

In a typical B2B purchase process, we've got someone in that buying team is what we would call the champion. So that person is the person who's been tasked with, hey, pick us the accounting software or pick us the CRM, you figure it out.

You need to be able to create needs rather than just discover them.