CBX Survey: How to Win Over the Cautious Buyer

Winning over a cautious buyer isn’t about what solutions you have. It’s about how you use insight to engineer a deal too good to miss.

Robert Hollier

by Robert Hollier

July 11, 2023


The Momentum ITSMA Client Buying Index (CBX), a survey of 370 business and IT leaders across North America, Europe and Asia-Pacific, revealed that enterprise buyers are experiencing a “paradox of choice”. They’re overwhelmed with more information and choice than ever before, which is making purchase decisions harder and riskier.

This guide, written for marketing and sales leaders, reveals the top four factors that impact how cautious buyers respond to your engagement, and is designed to help you win, grow, and retain your most valuable relationships.

Momentum ITSMA community members can read the full report here. If you’d like to become a member and get access to exclusive research, events, and discounts on industry-leading courses, contact our Member Success Director luisa.jones@momentumitsma.com.

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