Procurophobia

Procurophobia describes when B2B buyers stall a buying decision due to fear, uncertainty, or perceived risk.

The perceived risk is not always financial and can include other factors such as potential business disruption.

According to recent Green Hat research B2B buying parties on average include 13 people. This can often lead to decisions being stalled.

The best cure for vendors is to increase buyability, making it easier to compare B2B services and products.