Your car goes where your eyes go. That's a high-performance driving lesson — and the perfect metaphor for what's broken in B2B sales right now.
Buyer confidence is at an all-time low. Two-thirds of buyers regret their purchases not long after signing. More information, bigger committees, better tools — and yet deals still stall, or close badly.
Lee Levitt sits down with Tom Pisello — The ROI Guy, 30-year value-selling
pioneer, and founder of GeniusDrive — to unpack why the numbers alone never close the deal, and what Aristotle understood about buying decisions that most sellers still don't.
In this episode:
— Aristotle's three buy buttons: pathos, logos, and ethos
— Why trust now accounts for 50% of the purchase decision
— The shift from fear of missing out to fear of messing up
— Why more information produces more doubt, not more confidence
— How AI compressed Tom's value framework engagements from six months to six days
— What the outcome economy means for how vendors go to market
— Leadership as the antidote to an era of disorienting change
Referenced in this episode:
— Frugalnomics Survival Guide by Tom Pisello
— The Art of Racing in the Rain by Garth Stein
— The Challenger Sale by Matthew Dixon and Brent Adamson
— Todd Caponi, author of The Transparency Sale
Connect with Tom Pisello:
LinkedIn: Tom Pisello (The ROI Guy)
Podcast: Value Coffee Talk
Website: geniusdrive.com/community
Connect with Lee Levitt:
Website: podcast.thoughtsonselling.com
Contact: contact@thoughtsonselling.com
Schedule time with Lee: meet.acelera.group
