This is why (some) B2B customers are still buying in the current climate…

There’s no doubt that the vast majority – if not all – of discretionary, could-put-it off until later B2B purchases are being deferred in the current climate.
If your prospects don’t feel they have to take action, they won’t, and no amount of bluster or misguided sales heroics will change that.
Risk mitigation is the primary driver, and if they believe that the costs, risks and consequences of simply sticking with the status quo are manageable or insignificant, that’s exactly what they will do, and they will hold onto their cash until the upturn comes. And who could blame them?
But despite all of this, B2B customers are still making discretionary purchases. Some (the ultimate cash conservers) are in total investment lockdown mode. But others see opportunity and are investing to make themselves stronger in both the short and the long term.
But their investment parameters have changed…
Basically, they