by Karl Hourigan
The Fifth Step: Persuade
We conducted a lot of research into the B2B buying process, and this research was presented in The BuyerSphere Project book
. One of the ideas explored in the book is the need for IQ and EQ in the buying process. IQ refers to information; it’s the data, product specs, hard facts. EQ is the emotional side of the equation. You’ve no doubt heard the cliché that people buy from people, and it’s true. At various points in the business purchase process, we need emotional support to know that we are making the right decision for ourselves and our company.