You might find Sharon Drew Morgen's work helpful. For instance: http://sharondrewmorgen.com/2011/07/why-arent-our-prospects-buying/ http://sharondrewmorgen.com

You might find Sharon Drew Morgen's work helpful. For instance: http://sharondrewmorgen.com/2011/07/why-arent-our-prospects-buying/ http://sharondrewmorgen.com/2011/07/why-arent-our-prospects-... (My only connection is that I've read two of her books and talked to her on the phone once.) TL;DR: "A purchase is a change management problem."