Authenticity is one of the gold standards in a buyer-seller relationship because it can inspire engagement and loyalty. But showcasing authenticity can be challenging. 

Some sellers have busy agendas and don’t consider altering much in their personalities because that takes energy—energy that’s better spent on closing deals. Other sellers might have to go against their natural inclinations to meet a business goal. For example, an introverted sales engineer might have to be part of a larger customer event to close a deal. In this situation, disregarding the “true self” often provokes the feeling of being a fake or an impostor.

Given these authenticity dilemmas, you might ask: is authenticity a business necessity or a narcissistic tendency? And are the costs of authenticity bigger than the benefits?

In this research report, Dr. Carmen Simon, Chief Science Officer at Emblaze, presents findings from three neuroscience studies which contribute to a slim body of literature on authenticity in B2B contexts.

Download the report now to learn:

- What happens when authenticity is used as the notion of "being yourself"?

- Could authenticity alienate others?

- Is it worthwhile to let your guard down and create a presentation in the moment?