Every purchase has a moment, when something happens, and the buyer is triggered to take action. Understanding how and when this moment happens is like having Krytptonian cells. Let’s dive in and see.

You find yourself face to face with the CEO of your perfect customer. You’ve got one minute. If you want him remember what you say, don’t do what everyone else does, do this.

Our purchasing behaviour is surprisingly complicated. Why do we buy from one person, but not from another? Three words make the difference. Know, like and trust. Let’s take a look.