We’re doing  some research with buyers (B2B) in which one of the many questions we ask is “Why did you buy from one company over and above the other companies that you met with?” and one word that keeps coming out is “reassurance”. One buyer said “They were just very good at ‘holding our hand’ and reassuring us during each stage of the process that we were doing the right thing.”

To you sales directors out there I’m hoping that will (at the very least) be thought-provoking. Reassurance. It’s not features, not benefits, nor product, price or delivery. Reassurance.


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