On the Account Experience podcast today Adam Dorrell’s guest is Jim Tincher - a man who sees the world through the eyes of customers.     Jim is a customer experience expert, speaker, and author of  “How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change”. He’s a fully certified CCXP.  Heart of the Customer, his innovative customer experience consulting firm, has helped both start-ups and Fortune 500 companies boost revenue and loyalty by harnessing the voice of the customer.   Jim talks about how his work with clients and hundreds of interviews have shown him that b2b sales are usually driven by emotions. This is counterintuitive to the common narrative that b2b is all about rationality and decision-making units. Instead, Fear and Trust are two major drivers, with referrals counting for major parts of the decision. Later, rationality kicks in, but until then, b2b owners can explore the emotional side, even creating “enjoyment paths through complaints”. He highlights a story on how to get executives engaged with CX - using the “Sentiment Sandwich” technique on dashboards.    And with other great concepts like the “Affect Heuristic” and the ADKAR change management technique - well, there was almost too much to talk about in the 30 minutes we had. If you care about b2b experience, this is a must-listen.    Jim’s new book Do B2B Better, Drive Growth Through a Game-Changing Customer Experience will be out in the fall. You can reach him on LinkedIn “Jim Tincher CCXP”