High-end tech buyers are buying the identity of being "innovative."
Our brains use shortcuts to process information. Understanding these is like knowing the "source code" of a sale:
Too many options lead to "analysis paralysis." A confused mind always says no. Simplify the path to purchase. 3. The Gap Theory (Status Quo vs. Future State)
Once the emotion is triggered, the buyer looks for data, specs, and ROI to prove to themselves (and others) that they aren't being impulsive.
High-end tech buyers are buying the identity of being "innovative."
Our brains use shortcuts to process information. Understanding these is like knowing the "source code" of a sale: The Mind of the Buyer: A Psychology of Selling
Too many options lead to "analysis paralysis." A confused mind always says no. Simplify the path to purchase. 3. The Gap Theory (Status Quo vs. Future State) High-end tech buyers are buying the identity of
Once the emotion is triggered, the buyer looks for data, specs, and ROI to prove to themselves (and others) that they aren't being impulsive. the buyer looks for data