Mark Osborne, MBA, CEPA®Enterprise Value Revenue Systems for B2B founders who want to break through revenue roadblocks, Modern Revenue Strategies · Agent Evers - Mark Osborne's agentic tool for building Enterprise Value Revenue Systems for B2B companies from $2M to $20M

Why B2B Buyers Don’t Just Buy With Logic

14 Dec 2025 · 1 min

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In this brief presentation, the speaker argues that B2B purchasing decisions are fundamentally made by people, not abstract corporate entities. Even though the money spent belongs to the company, the individuals involved bring emotions into the decision‑making process. Logical arguments about product superiority often fall short, especially in commodity markets where offerings appear indistinguishable. By intentionally adding emotional elements and building a strong brand around a product, sellers can create a differentiator that influences buyers in otherwise undifferentiated markets.

Chapters

The thing that I see so often in B2B that people forget is, although it is, you know, a business making a decision to work with another business and it's not my money that I'm spending, it's the company's money. It's fundamentally people that make these choices and people are emotional. And people don't only buy, you know, based on the logic of, you know, this product is objectively better than this other, especially when, and oftentimes in commodity markets, they're hard to distinguish between the two. And in fact, taking that time to do a little bit of extra effort and, and build some of those emotional components, that brand around a product can be that differentiator in seemingly undifferentiated commodity marketplaces.