The psychology of making buying decisions

Brought to you by Cambridge Network

Not all decisions are the same. Some are simple; “What shall we have for lunch?”; some are routine, “Shall I walk or cycle to work today?” and some are big, “Should we move house/emigrate/get a different job”. In B2B commerce, it’s just the same.

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About the event

If your solution is innovative, different or could have a major impact on the buyer’s business, then the buying decision is big. This webinar will provide insights into the phases of the buying process, how to recognise them and how to match your approach to achieve maximum impact.


Just because a big decision is required by your buyer doesn’t necessarily mean your solution has to be expensive. The cost of a solution may have little bearing on the complexity of the decision making. Major corporations routinely spend millions on routine purchases; what makes a buying decision complex is, well, complex.

Fortunately, the psychology of making a major decision is consistent. It doesn’t matter if it’s personal or business, or if it’s an individual or a group decision, the mental processes we all go through are the same.

In B2B sales, the most effective salespeople understand the phases of the buying process, recognises where each individual is within that process, and adjust their approach accordingly.

This session will provide insights into the phases of the buying process, how to recognise them and how to match your approach to achieve maximum impact.

Speaker: Steve Thurlow, a consultant with US2U Consulting.

The session will take place at 11am - 12pm on Wednesday 14th April. Please sign up to take part! Participants will be sent a link to join via Zoom prior to the start time.

To attend:

Cambridge Network Members: Any Cambridge Network member may attend free of charge (check for full membership in our Directory). Book Now, and login to receive your member discount. Alternatively, please drop an email and she will book you on.

Non-members: Non-members may also attend this session at a fee of £10+VAT. You may wish to join as a member from £50+VAT and come along to many other events for free or at member rates!

You can follow @CambWireless on Twitter and tweet about this event using #BuyingDecisions.

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Online webinar, Online

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