Who Really Makes the Purchase in B2B Buying? — Know the Decision Makers

Abbey Houston
5 min readJul 1, 2019

Buying and selling a product or service is not as straight-forward as it seems. There are several emotional as well as psychological aspects that play a significant part in confirming the purchase, and that usually goes unnoticed. It’s vital that companies take stock of purchasing decisions that involve less perceived factors to deepen their understanding of buyer