Too many sellers are still applying 20-to-30-year-old discovery approaches with savvy buyers who are nothing like buyers from the 90s and early aughts.

That means, if you’re not getting the sales outcomes you want, it’s time to take a closer look at your discovery.

Modern buyers live in a behavioral bias state referred to as “Escalation of Commitment.” They’ve invested so much time and effort into research to determine their problem and potential solutions, they don't want to go backward and play your stage 0 discovery game.

Sometimes, they’re even committed to a course of action that is doomed to fail—because they’ve misdiagnosed their problem.

When prospects are so far down their journey, getting them to back up can feel almost impossible.

But new Emblaze research shows how sellers can effectively “de-escalate commitment” in a way that creates 2x better opportunity to be included in the buyer’s decision and a 2x greater impact on their decision process.

Watch this Research Unwrapped replay with Tim Riesterer, Chief Research Officer at Emblaze, and Dr. Leff Bonney, Co-Founder and Research Director at Florida State University Sales Institute and Research Director at Emblaze. You'll learn the psychology behind Escalation of Commitment and, crucially, how sellers can help de-escalate it when needed. You'll gain practical strategies to give your sales team an edge in these challenging deals.

In this webinar replay, you’ll get evidence-based discovery techniques to engage productively with already committed buyers, including how to:

• Suss out an already committed buyer with one telltale sign
• Increase your odds of getting into the deal by ditching traditional discovery
• Get your buyer to rethink their approach and invite your input

Get the research report from Emblaze and Dr. Leff Bonney to learn how you can 2x your chances of getting into a deal with already committed buyers.