The Psychology Behind Why Buyers Don’t Change | DemandJen

12 snips

Jan 28, 2026

Jen Allen-Knuth

Jen Allen-Knuth, B2B sales and demand generation expert who helps revenue teams beat the status quo. She dives into the psychology of change and why buyers value confidence over features. Conversations cover qualifying real pipeline, smarter outbound that leads with insight, discovery techniques that reveal assumptions, and how leaders sell change inside their organizations.

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ADVICE

Be Paranoid: Surface Deal Risks Early

Anticipate why a deal might fail and voice those risks to speed clarity and build trust.
Ask about other vendors, internal steps, and commitment timelines early and often.

INSIGHT

Three Signals That A Deal Is Real

Three strongest signals of a winnable deal: they bring data, speak as a team, and have a compelling event.
These signs show the problem is diagnosed, socialized, and timebound internally.

ADVICE

Ask How They Reached Their Conclusion

Ask buyers how they arrived at their conclusion to reveal beliefs, stakeholders, and assumptions.
Use that timeline to reframe the problem or redirect to a more fitting solution.

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