What goes through the mind of a small business owner or buyer when she decides to purchase services from a telecom provider, an insurance carrier or a banking partner? Is it all about price? Do relationships count? What about convenience?

In the first episode of The Why Behind The Buy, host Monique Martin and Claritas customer segmentation expert and Grady Behrens take listeners through a small business’s buying journey to reveal how small business buying decisions are made and who is responsible for making them. Through a combination of proprietary Claritas research, results from the Claritas Small Business Behavior Track survey and anecdotal stories from two small businesses, listeners get insight into why their target B2B buyers make the decisions they do, the impact recommendations have, what factors influence buyers the most, and what turns them off.

Download more podcast episodes: https://soundcloud.com/claritas_finds_customers

Read our blog post on this episode and get the transcript: https://claritas.com/resource-center

Millenial Small Businesses Insurance Buyers Report: https://claritas.com/sites/default/files/2018-08/Report_Millennial_Small_Business_Insurance_Buyers.pdf

Common Good Cocktail House, Glen Ellyn, Ill.: http://www.commongoodcocktailhouse.com/

Anytime Fitness, Independence, Ky.: https://www.anytimefitness.com/gyms/3532/independence-ky-41051/
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