B2B buying behaviour is often far from rational. Nick Southgate – a behavioural economist and philosopher – reveals how psychological shortcuts, social proof, and decision fatigue drive business purchases.
Nick teaches at the School of Life, where he runs a popular class on “making better decisions.” On March 14, 2013, he will speak at the B2B Marketing Forum in Amsterdam, sharing insights into how B2B buyers think – and how marketers can respond.
How B2B buying behaviour works in the real world
“We’re limited by our humanity when making decisions,” says Nick. “We like fast choices, even if they aren’t always the best.”
In business, decision-making is often a group effort. But groups don’t always choose better. People tend to focus on a single, easy-to-understand factor – usually price – instead of evaluating complex criteria. This can result in the winner’s curse: choosing the cheapest option without realizing it may be unrealistic.
Groupthink and the illusion of rationality
Nick challenges the idea that B2B buying behaviour is strictly logical. “Often, we just follow what others are doing,” he says. “It feels safe. Businesses rarely say it out loud, but conformity is a strong driver.”
When everyone buys the same product, it becomes the default – even if better alternatives exist. To break into such markets, marketers must reframe the standard and present a new, relevant context.
How marketers can help buyers decide better
Marketing isn’t just about information – it’s about framing decisions. A good marketer removes friction, makes the buying journey feel intuitive, and highlights what’s really important.
Nick explains:
“People prefer many effortless decisions over one difficult one.”
To support B2B buying behaviour, marketers should simplify the experience and clarify what matters most.
Final takeaway
You don’t just sell a product – you guide a decision. Helping buyers feel confident and informed in a simple way is a marketer’s true value.
Want to learn more about B2B buying behaviour? Join Nick Southgate at the B2B Marketing Forum in Amsterdam on March 14, 2013.