On the whole though, B2B sales (as this would be) are generally much more rational than consumer emotive/fantasy-driven marketing and sales. Its not like perfume sales. There are usually several people who hold each other to account and need rational justification for things, products need to demonstrate their value and meet several metrics that are reasonably objective. Not that emotion/status/gut holds no part, but that it biases the decisions to a much lower degree in B2B.