Impact Pricing Blogcast: Why Buyers Really Buy
Nov 21, 2025
Dive into the fascinating interplay of logic and intuition in purchase decisions. Explore how the analytical left brain weighs measurable outcomes, while the emotional right brain fuels decisions with feelings like loss aversion and fairness. Discover the unique dynamics of B2B and B2C buying, where logic in the former meets emotion in the latter. Learn actionable strategies to tailor your selling approach and avoid common pitfalls in articulating value, ensuring you resonate with buyers on both emotional and logical levels.
AI Snips
Chapters
Transcript
Episode notes
CFO Vs Project Manager Decision Story
- A conference-room story contrasts Vendor A (15% more, proven) with Vendor B (23% better ROI, unknown).
- The CFO picked Vendor B on spreadsheets while the project manager feared implementation risk.
Purchases Live In Two Worlds
- Every purchase exists in two simultaneous worlds: analytical logic and intuitive emotion.
- Buyers act on perceived value, a mix of left-side analysis and right-side filters.
Left Side Means Profit Justification
- In B2B left-side logic centers on incremental profit: more revenue, lower costs, reduced risk.
- Every feature comparison ultimately asks: how will this improve profitability?