The study of decision-making has dramatically advanced over the past two decades, giving us important insight into which areas of the brain are responsible for processing sales and marketing messages, and how we make complex B2B purchase decisions.

1. Inside the B2B Buyer’s Mind
Logical + Emotional = Yes
The study of decision-making has dramatically advanced over the past two decades, giving us
important insight into which areas of the brain are responsible for processing sales and marketing
messages, and how we make complex B2B purchase decisions.
Your brain works as a team
Your decision-making relies on a combination of both logic and emotion. Patients with damage
in one part of the brain are dysfunctional when it comes to making decisions.
Logical Thought Those with damage to the logical portions of their brain are ruled by their most primitive
Part of your brain is responsible for needs, indulging in risky overspending, and gambling. Others with damage to their emotional
processing the logical nature of the portion rely only on logic, spending hours reviewing minutia but never reaching a decision.
purchase, performing a cost benefit
analysis for various options to arrive
at the best decision possible.
Wha
Payback? t’s f
ROI? or lu
nch?
What Do k? Why change?
ts?
Benefi Competitive
others thin
Advantage?
Costs?
age?
Fits My Im
Superior Value? ?
for me
in this
What’s
RIsks? ted?
Stimula
Gut feelings matter
Most complex purchase decisions are not made with the conscious mind. Most
Danger?
complex purchase decisions you make are done so subconsciously, a “gut” decision,
examining the sales and marketing messages you receive against the history of your Emotional Response
experiences to arrive at the best decision for you.
The emotional part of your brain is responsible
for your basic needs and survival, constantly
? assessing the environment for risks and reacting
quickly to keep you safe. This part of the brain needs stimulation in
order for the sales and marketing messages to get through to the
Logical part of the brain, and be remembered.
When it comes to B2B sales and marketing, you can leverage this decision science, combining answers to
the buyers’ Logical + Emotional decision makin criteria in order to get to a “Yes” purchase decision.
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Source: Incognito: The Secret Lives of the Brain by David Eagleman