Webinar

🧠 You're Being Irrational! How to Use Psychology in B2B Commerce for More Impact

The Proven Psychology Secrets to Winning More Business in B2B

Thursday, May 28th | 12:00 PM EST | 60 Minutes

Register for the Webinar

The Proven Psychology Secrets to Winning More Business in B2B

Your pricing is logical. Your catalog is organized. Your sales process is simple. But why do some customers still buy from your competitors?

Because when making business-critical decisions, customers often throw out logic and opt for what feels right. Even when their job depends on it.

And if your B2B commerce experience isn’t triggering the right psychological responses, you’re leaving deals on the table that should already be yours.

In this exclusive 60-minute lunch and learn, we’re bringing in leading behavioral scientists from Capuchin Behavioural Science to reveal the underlying triggers that drive your customers’ purchasing decisions.

You’ll walk away with concrete tools you can apply to your pricing, your buyer journey, and your commerce experience immediately to drive more business.

Join us to learn:

🧠 How to use behavioral psychology to your advantage in the B2B sales process
💰 How price anchoring, loss aversion, and cognitive load can be used to improve conversion rates
⚡ The nudges to use to move buyers from evaluating options to sending you a PO
✅ How to build a buying experience that feels right so buyers start choosing you by default

If you’re serious about winning more B2B business, you can’t afford to miss this. And if you’re not sure you can make it? Register anyway. You’ll get the recording.

Meet the Speakers

Capuchin Behavioural Science is a behavioural science-based research and consulting agency based in London, UK. It allows you to combine psychology and data to predict and change your audiences’ behaviour. Then apply behavioural “nudges” to apply the insights for better results.

Patrick Fagan is an applied behavioural scientist with 15 years’ experience ‘turning minds into money’.

On the academic side, he is a part-time university lecturer, has co-authored peer-reviewed papers on topics ranging from facial expressions to Facebook psychology, and is a Sunday Times bestselling author. His books are “Hooked: Why cute sells and other marketing magic we just can’t resist” and “Free Your Mind: The new wold of manipulation and how to resist it”.

He has provided behavioural science research and consulting for B2B and B2C financial services brands and a wide range of other industries. He was previously the Lead Psychologist at Cambridge Analytica, and is now co-founder and Chief Scientific Officer at Capuchin Behavioural Science.

Dan Thwaites has been working in the creative, data and technology space for 30 years.

During this time he has discovered and applied insights across a range of markets and audiences, B2C and B2B, internationally to drive measurable commercial growth.

His experience spans data, digital, creative, media and innovation in a range of sectors from finance and health, to gaming, e-commerce, technology and packaged goods.

He is now co-founder and Chief Strategy Officer at Capuchin Behavioural Science.