Ryan Berman - Risk to Relationship in B2B Sales, Procurement Strategy and Total Cost of Ownership
About this episode
Marcus Cauchi and Ryan Berman discuss the role of procurement in B2B sales and how to build trust with procurement teams.
In this episode of The Inquisitor Podcast, Marcus Cauchi and Ryan Burman discuss procurement in B2B sales, buyer psychology, total cost of ownership, and how sales teams can build trust with procurement instead of fighting it. The discussion reframes procurement as a risk management function rather than a price cutting function. Ryan explains that successful sales teams focus less on persuasion and more on aligning with how procurement evaluates suppliers, especially around risk, reliability, and total cost of ownership. This episode is relevant for sales leaders, account executives, and commercial teams working in complex B2B sales environments where procurement plays a key role in decision making. Key Topics Covered * Procurement in B2B sales and how it influences buying decisions * Buyer psychology and how procurement evaluates supplier risk * Total cost of ownership (TCO) vs ROI in procurement decisions * Sales and procurement alignment in enterprise and mid-market deals * How to build trust with procurement teams in B2B selling * Why co-creation improves sales outcomes compared to traditional pitching * Common sales mistakes when dealing with procurement teams * How…
People in this episode
Host: Marcus Cauchi
Guest: Ryan Berman
Topics covered
- Procurement in B2B sales
- Buyer psychology
- Total cost of ownership
- Sales and procurement alignment
- Building trust with procurement
- Co-creation in sales
- Sales mistakes with procurement
- Risk management in procurement
Keywords
- risk management
- supplier evaluation
- operational risk
- commercial risk
- sales outcomes
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