Gee RanasinhaKEXINO · Better marketing for B2B businesses | Fellow of the Chartered Institute of Marketing | Adjunct marketing professor | Speaker | Recovering perfectionist

Buyers don't purchase "the best"

1 Aug 2025 · 1 min

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Episode

1 Aug 2025 · 1 min

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In this concise B2B‑focused podcast monologue, the speaker argues that B2B customers often forgo the objectively "best" solution in favor of what they perceive as the "least risky" option. Risk aversion manifests through preferences for familiar brands, personal recommendations, or positive reviews. Consequently, merely having a superior product is insufficient; sellers must position their offering as a safe, low‑risk choice to win deals. The episode closes with a standard call‑to‑action and a link to kexino.com.

Chapters

Oftentimes, especially when selling into B2B environments, customers won't buy your option even if they recognize that it's "the best," whatever the best means in the ways that they're comparing your product against the competition. Instead of buying "the best," they end up buying what they perceive as being "the least risky." Maybe to them that means buying from a brand they already know and trust. Or perhaps it's something recommended by someone they know. Or maybe it's something they read on a review site. The point is, just being better isn't always enough. You need to be seen to be a safe bet. The least risky choice. Thanks for listening. If you liked what you heard, pass it on. I'm not saying I'm right. I'm saying there are others out there who are wrong. Please subscribe, share, or leave a comment—whatever works for you. You can find out more by visiting kexino.com. That's K-E-X-I-N-O. Hope to see you again here soon.