B2B buying decisions are often shaped by factors that extend beyond product features, pricing, or ROI calculations. Questions such as why prospects delay decisions despite recognizing value, when premium pricing strengthens rather than weakens an offer, and how buyers respond to different ways of framing choices formed the basis of The Science Behind B2B Decisions, a workshop conducted by Shyama Dutta and Suhasini Kirloskar at SEED Infotech Ltd.
The session explored the behavioral principles that influence how business buyers evaluate alternatives, perceive risk, and make decisions. Through discussion and practical examples, participants examined how these insights can be applied to sales conversations, pricing strategies, and marketing communication.
The workshop was highly interactive, with participants contributing perspectives from their own sales and marketing experiences. It received positive feedback and reinforced the growing interest in applying behavioral science to B2B decision-making.
We thank SEED Infotech Ltd and Mr Narendra Barhate for their collaboration and look forward to conducting more industry sessions on B2B Influence Strategy.
