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Emilio Garcia breaks down why B2B buyers care about risk as much as price. They weigh total cost of ownership, switching costs, internal disruption, political capital, and personal career risk. These five dimensions shape which vendors win.
Emilio Garcia breaks down why B2B buyers care about risk as much as price. They weigh total cost of ownership, switching costs, internal disruption, political capital, and personal career risk. These five dimensions shape which vendors win.
How do you adapt to presenting yourself as the buyer, you know, goes along and discover your brand and some other brands and what perceptions they build? And I like this concept that in B2B, the adjustment that the buying committee does is based on risk, right? So you will present yourself in the marketplace as you have a perception of value, right? I have certain amount of offerings in exchange for certain price, but you have to add on top of that how risky you are as a choice. That includes the total cost for the buyer of your solution, not just your price. I will have to change providers, or I will have to change processes internally, and that will require some political capital to move the organization and take the step. Am I risking my own profession? Professional career here if I make this choice. That's part of your buyer on the B2B side.
