You thought you had the best product. A strong offer. A compelling presentation.
The deal still died.
If that sounds familiar, the problem likely was not your product. Research from LinkedIn and Bain reveals the real reason B2B deals stall: buyers are not just buying a solution. They are buying a decision they can defend.
That is Buyability. And most marketing strategies are not built for it.
Buyability is a strategic model for B2B marketing and sales that puts the reality of B2B buying groups first and recognizes that Buying Groups are the unit of decision making in B2B. To be “buyable” a brand has to build the confidence of the majority of Buyer Group members. Being “Buyable” is about reaching an emotional threshold, not a rational one. Without Buyability buyers do not buy, and marketing does not drive revenue.
The research makes this concrete. When buyers were asked to rank their top emotional “jobs to be done” before committing, the number one answer was not “I felt confident the product would work.” It was: “I felt I could defend the decision even if it went wrong.”
Three out of the top five decision drivers are about group dynamics, not product. Your buyers are managing internal politics as much as they are evaluating your solution.
The five rules in summary:
- Rule 1: Make risk the enemy
- Rule 2: Your target buyer is not your only buyer
- Rule 3: A defensible decision is the product
- Rule 4: Peer advocacy is a multiplier
- Rule 5: Show them you understand companies like theirs
In coming posts we will examine these rules more in detail. If you want a summary of the report already now, you can download it here.
And if you want to discuss how to increase your Buyability, you are always welcome to contact ulf@sfinxagency.se
