Framemaking Foundational, Ep. 22 - Save for Later

Buyer indecision. Have you ever tried to buy something online and eventually given up? Too many options. Too many conflicting claims. Too much information. Yet, nowhere near enough practical help. I recently tried to buy a new office chair and wound up pulling a near all-nighter watching YouTube reviews. (Turns out there’s a LOT of drama in the office chair industry right now. Far more than I would have ever guessed). Eventually, I called it a night, no clearer or more confident on what to buy than when I started. Now imagine a group of 5-10 people trying to do the same thing with a complex solution on behalf of their company. The risk that at least one of them—if not several—wind up in these infinite learning loops isn’t just high, it’s almost a certainty. Sometimes, it’s kind of amazing that B2B commerce still happens at all. But to solve the problem, we need to think of the challenge less from a buying perspective and more from a human one. Because at the end of the day, that’s what Framemaking really is, a story of helping humans navigate the minefield of today’s complex decisions. To show you how, exactly, here’s a story about dongles… #framemakingsale #b2bsales #b2bmarketing