The psychology of making buying decisions (a Cambridge Network webinar)

 Registration is closed for this event
Not all decisions are the same. Some are simple; “What shall we have for lunch?”; some are routine, “Shall I walk or cycle to work today?” and some are big, “Should we move house/emigrate/get a different job”. In B2B commerce, it’s just the same. If your solution is innovative, different or could have a major impact on the buyer’s business, then the buying decision is big. This webinar will provide insights into the phases of the buying process, how to recognise them and how to match your approach to achieve maximum impact.


Date Wednesday 14th April

Image by Gerd Altmann from Pixabay

Time 11am- 12pm
Venue Online
Cost Free for members | £10+VAT for non-members

Just because a big decision is required by your buyer doesn’t necessarily mean your solution has to be expensive. The cost of a solution may have little bearing on the complexity of the decision making. Major corporations routinely spend millions on routine purchases; what makes a buying decision complex is, well, complex.

Fortunately, the psychology of making a major decision is consistent. It doesn’t matter if it’s personal or business, or if it’s an individual or a group decision, the mental processes we all go through are the same.

In B2B sales, the most effective salespeople understand the phases of the buying process, recognises where each individual is within that process, and adjust their approach accordingly.

This session will provide insights into the phases of the buying process, how to recognise them and how to match your approach to achieve maximum impact.

Speaker: Steve Thurlow, a consultant with US2U Consulting.


The session will take place at 11am - 12pm on Wednesday 14th April. Please sign up to take part! Participants will be sent a link to join via Zoom prior to the start time.

To attend:

Members: Any Cambridge Network member may attend free of charge (check for full membership in our Directory). Click on Book Now, then click the login link on the next page to receive your member discount. Alternatively, please drop an email and she will book you on.

Non-members: Non-members may also attend this session at a fee of £10+VAT. You may wish to join as a member from £50+VAT and come along to many other events for free or at member rates!


Register for the session here >>>



Cambridge Network - based in the high-tech cluster of Cambridge, UK - is a professional business networking community for technology organisations. We help all the members in our business directory to thrive by offering webinars, training courses and recruitment services - enabling them to learn, to meet, to grow and to share their stories.


April 14th, 2021 11:00 AM   to   12:00 PM
United Kingdom
Event Fee(s)
Webinar fee non-member: £10.00 £ 10.00
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