As marketers we’re in the business of persuasion. Everyday we persuade people we often don’t know to do everything from open our emails, download our content to attend our events – and even once in a while buy something from us.
The thing is getting business people to buy often requires lots of micro-yesses along the path to purchase. But when making micro-yesses, people are people – and not quite as rational as you may think.
This slideshare, a labour of love for Earnest and several months in the making, seeks to explain why. Building on some of the latest thinking in behavioural economics and our own experiences as B2B marketing practitioners, we hope to build a compelling case as to why the micro-yesses matter – and share some insights into how best to persuade your business buyers to say yes.
We call it the Yes Factor: make sure you’ve got it.