Spoiler alert: no one’s reading your fine print.

They’re not basing their decision on your mission statement or your polished pitch.

They’re watching. With the sound off.

Trust is primal. It's earned through action, not declaration.

Most marketing today plays it safe. It’s inoffensive, generic, and built not to ruffle feathers>

That means that, while it’s unlikely to get anyone fired, it's also unlikely to move the needle.

Still selling like it’s 2012? That might be your biggest problem.

The way many businesses approach sales is outdated, outmoded, and flat-out ineffective.

Today’s buyers are a different breed. They're educated, empowered, and already halfway down the funnel before they ever speak to sales. They've done their research, compared you to competitors, read the reviews, and maybe even made up their minds — all before you’ve had a chance to show them your PowerPoint slides.

It's often not the "best" product that wins, as opposed to the one that seems the least risky .

A surprising truth behind enterprise buying behavior: decision-makers aren't always chasing innovation, performance, or even value. They're looking for safety.

B2B buyers lean toward what's familiar, trusted, and defensible, even if it isn't technically superior.

The best salespeople are not trying to persuade someone to come to their point of view.

They’re giving customers relevant and pertinent information affecting the purchasing decision, based upon what they understand to be the most important considerations for the buyer.

Customers don't buy what we're selling. Price is unrelated to the value we're bringing.

Price is not just a number. Price is a feeling.

Just about everything we buy, that we value, comes with a story included.

And yet, most marketers don't invest enough, don't take enough care, and don't persist enough in making sure the story is worth what was paid for it.