Getting People To Switch

What does make people switch? What is it that makes someone change their mind or their behavior? These are crucial questions to any marketer and particularly baffling to the business-to-business marketer. This is because the b2b marketers operate in a world complicated by the multi-faceted decision making unit comprising buyers, technicians, management policy setters and so on - all who claim to make their decisions rationally. This white paper offers thoughts on b2b switching behavior and the forces that shape these decisions.