Interested to know why people pay $200 for a grilled sandwich? Did you know that humans make an average of 35,000 decisions daily? As a B2B Tech business, do you have a proper understanding of what influences your customers’ decision-making? Melina Palmer is our guest on this week’s podcast episode. She is the founder and CEO of The Brainy Business and also the author of The Truth About Pricing: How to Apply Behavioral Economics So Customers Buy. Tune in to this episode to learn how behavioral economics can help businesses understand their customers’ subconscious decision-making process and make them purchase from you. Melina shares valuable insights on the importance of understanding psychological factors in decision-making in B2B sales and highlights the challenges of selling to diverse stakeholders. She also talks about B2B pricing strategies: The importance of distinguishing between quality versus value, the role of confidence and communication, and how to use behavioral economics in pricing strategies to boost sales. Get in touch with Melina on LinkedIn: https://www.linkedin.com/in/melinapalmer/ Visit the The Brainy Business website: https://thebrainybusiness.com/