A fascinating article from HBR on buying processes in B2B. The idea is that the buyer, with the greatest information source the world has ever seen, has got the whip hand in any transaction and they engage later and later with the seller. And it is partly true - they are engaging later but they aren't delighted about it.

They have a lot of information, of course, but they may well not have sufficient real knowledge in this domain to be comfortable with their choices. They are probably correct in the detail but they might have the whole thing backwards and they simply wouldn't know. 

A friendly-arm is what they need and some sensible advice to help them understand the issues in front of them. They need your help and, according to HBR at least, you can be pretty blunt about it too.