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Perhaps we’d all like to think that purchasing decisions within a business are all based around what’s good for the business. But it’s not always the case:

• “I really need to increase my sales otherwise I am out on my ear and this company say they can help.”
• “If I reduce IT costs by 20% my boss will think I am the best thing since sliced bread.”
• “I don’t need the latest version of the software, but I do want it, it will look good on my CV.”
• “The product was great, I simply didn’t like the sales guy.”

Personal motivation is a massive driver when it comes to why people buy what you’ve got. The question is, does your marketing proposition match up to people’s wants and needs?

I find it interesting how and what we have to justify ourselves for sometimes during pitch work for instance: Marketing are interested in results, IT are interested in platforms and security and the boss… well he likes blue.

If you can’t tap into those emotional drivers, and, be flexible, perhaps you may miss out to someone hungrier and more understanding.