Latest / Ground Control: Sponsored by RocketDocs
How to Win B2B Proposals Using Behavioral Science | Will Leach
Most B2B proposals lose before anyone reads a word of the pricing. In this episode of Ground Control, the podcast on AI, proposals, and governance sponsored by RocketDocs, host Perry Robinson talks with Will Leach, best-selling author of Marketing to Mind States and founder and CEO of the Mind State Group. A former military engineer turned behavioral scientist, Will spent 25 years studying why people really buy and the answer is almost never the reason they give you.
The core lesson: 95% of decisions are made below conscious awareness, inside temporary emotional states Will calls mind states…
The skinny
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