We unpack how B2B buyers make choices under risk and why pressure raises resistance just when they need safety. We show how to slow the process, surface hidden fears, and move decisions forward with relief, confidence, and control.
• buying framed as personal risk, not information
• early decisions signalled by procedural questions and silence
• objections as self‑protection and bids for reassurance
• reducing perceived risk by slowing down and deepening discovery
• emotional drivers: relief, confidence, control
• contextual urgency that buyers can defend internally
• better questions that reveal core concerns
• letting buyers verbalise decisions to increase safety and trust
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Welcome to the podcast!
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Graham Elliott
You can contact me at graham@salescraft.training
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