Your company is the reason buyers don't see your value.
Not the market. Not the buyer. Not the price. You.
Every time a deal stalls, a discount gets offered, or a buyer goes quiet, the instinct is to look outward. Price was too high. The buyer didn't understand. Timing was off. Those explanations feel reasonable. They're also wrong, and they're costing you.
Buyers don't walk away from value. They walk away from futures they can't see clearly enough to bet on. And the reason they can't see that future? Your company built the fog.
The way you define your product. The way you package and price it. The way you describe what it does instead of what it delivers. Every one of those decisions shapes what a buyer is able to see, believe, and justify paying for. By the time a salesperson is in the room, most of what determines whether a deal closes has already been decided upstream, by people who never touched the sale.
This is Buyer Disconnect. The gap between the value you create and what buyers can see. Most companies are creating the gap themselves without realizing it.
This book shows where that gap comes from, why it persists, and how companies can close it by aligning their decisions to how buyers actually decide.
"If you have ever lost a deal you know you should have won, this book is for you. If you ever chose not to sign, even though everything seemed in order and just like you wanted it to be, this book is also for you. Buyers and sellers are human, but we tend to make rational decisions (even if we don't understand how we're doing so, or why) that are not always in our own best interests. This book will help you better understand that whole dynamic, whether you're buying or selling.">"A confused buyer doesn't buy. Most companies respond by providing more information, more features, and more presentations-often making the problem worse. In Buyer Disconnect, Mark Stiving reveals that buyers are not irrational; they are managing risk. The gap between the value a company creates and the value a buyer can see and believe is where deals are lost. This is a thoughtful, provocative book that will change how you think about selling, pricing, and customer decision-making."
-Steve Johnson, CEO and Founder, Product Growth Leaders
Independently Published
979-8-1777-1343-4