B2B companies spend enormous amounts of time understanding their products.

Features. Pricing. Competition. Differentiation. Positioning.

But how much time do they spend understanding the person actually making the buying decision?

In this episode of MindfulMinutes, Tanay Sarpotdar speaks with Suhasini Kirloskar about the behavioural side of B2B growth—and why understanding your buyer can become one of the most powerful competitive advantages a business can develop.

The conversation explores what businesses often miss when they look at buyers through traditional ICPs, personas and customer data. It moves into the psychology behind B2B decisions, the role of trust and perceived risk, and what behavioural insight can reveal when leads are coming in but deals still aren't moving.

The dis ...