A CBX guide: How to win over the cautious buyer
Winning over a cautious buyer isn’t about what solutions you have. It’s about how well you understand your client’s environment and how you use that intelligence to engineer a deal too good to pass up.
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.
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The role of thought leadership in the buying process
New research from Momentum ITSMA shows that thought leadership helps buyers gain confidence in your brand and, crucially, align on key issues that would otherwise stall purchase decisions.
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Collaborative thought leadership improves client relationships
Thought leadership offers the opportunity for collaboration and mutual value creation with clients, yet many solution providers and advisory firms still find it challenging to involve their clients.
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What’s inside the Value of Thought Leadership 2025 report?
Early insights from our Value of Thought Leadership 2025 reveal what B2B buyers need from providers and how you can rise above the competition with insightful, client-centric strategies.