Most vendors think they lose deals in the final mile. During Procurement, during pricing negotiations, during the last-minute technical deep dive. But by the time those conversations happen, the real decision is already made. The buyer has already filtered who feels viable, who feels credible, and who feels easy.
The B2B Elements of Value Pyramid framework explains why. It breaks the buying process into 5 categories of value that influence B2B Decision-making—some logical, some emotional, all rea
