Understand the decisions behind the deal.

This well-crafted framework equips visionary founders with the structure and insight needed to drive lasting success and powerful sales momentum.

As I was reading this book, page after page I kept catching myself thinking ‘this is so true, exactly what we go through’. I finally found a book that clearly describes what my team and I experience in enterprise sales as a startup. Petra just gets it. Her proposed Sensemaking process, instead of traditional selling, is excellent. Pure gold for any founder selling to big companies.

What makes this book powerful is not just its structure, but its empathy. Petra understands that founders operate without the safety net of brand, process, or sales infrastructure. Instead of asking them to imitate mature enterprise models, she gives them a framework grounded in buyer psychology and decision dynamics. Buyer Sense Conversations™ is a modern sales guide built for the reality of startup growth.

A brilliant guide to decoding the buyer’s mind. Petra combines psychological insight with actionable strategy, creating a blueprint for anyone who wants to stop selling and start partnering.

During my 20-year corporate career, I’ve been on both sides of the table — as a buyer and as a seller — and I’ve experienced the struggles from each perspective.

What this book does brilliantly is make sense of not only the internal buying process inside organizations, but also the human side of the selling–buying dynamic — the part that is so often overlooked. I work with startups every day and see firsthand how challenging B2B sales can be for early-stage founders. I’ve also sat through countless sales workshops and listened to many gurus promote approaches that simply don’t work for startups — or don’t work at all.

What I like about the book most is a clear, actionable “how-to” guidance part. It’s not theory — it’s usable. This book is definitely going on my must-read list for every founder serious about selling to B2B customers.

I’ve known Petra Wagner long enough to say this with confidence: she doesn’t have opinions about B2B sales—she has earned conclusions.

What sets Petra apart isn’t just her experience with companies like Microsoft and IBM. It’s her deep understanding of how buying decisions actually happen—because she has been on the buyer’s side herself.

In a world where B2B sales are more complex, risk-driven, and buyer-led than ever, Petra brings rare clarity. She shows that progress doesn’t come from pushing harder, but from helping buyers make sense of complexity—of their problems, their trade-offs, and their decisions.

Her approach, Buyer Sense Conversations, isn’t about persuasion. It’s about creating clarity, alignment, and confidence—because that’s what truly drives decisions today.

If you care about selling in a way that reflects how buyers really decide, you’re in very good hands.