Why this shift matters

For decades, sales has trained sellers to appeal to reason — ROI slides, business cases, and data-heavy decks.
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But B2B deals aren’t lost to logic. They’re lost to fear, bias, and regret.
Buyers don’t just need persuasion; they need emotional clarity. The true competitor isn’t another vendor — it’s the comfort of the status quo.
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Sales teams who master behavioural fluency — recognizing signals of tension, hesitation, or alignment — create belief where logic alone can’t.