Is a lack of ‘commercial credibility’ the Achilles heel of B2B brands in the sales conversation? | Lorraine Emmett of Emmett & Churchman on ‘The Trust Advantage'

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Here's an uncomfortable idea for any B2B business competing for a high-value deal: your biggest competitor may not be a better business. It may simply be one that's easier to believe. That's the starting point for the second year of the Trust Advantage research from Emmett & Churchman, which surveyed 200 senior technology decision-makers and sat down with 19 CEOs making real, high-stakes buying decisions. The finding: capable businesses lose deals constantly, not for lack of capability, but because of what the research calls the commercial credibility gap, the distance between what a business can deliver and what a buyer can see, believe and defend. Joel is joined by Lorraine Emmett,…