Cater+Event Schedule 2027
The Last-Minute Buyer: Understanding Today's Decision Maker
Adrienne Gardner (Corporate Director, Catering Operations, SSA Group)
Pass Type:
Cater+Event Conference Pass, VIP All Access -
Get your pass now!
Track:
Sales & Marketing, Business, Financials & Operations
Vault Recording: TBD
Audience Level: All
Today's buyers aren't making decisions the way they did five years ago. They're researching longer, committing later, asking different questions, and often reaching out only when they're ready to move quickly.
Many sales professionals mistake this behavior for indecision, poor planning, or a lack of commitment. In reality, it's a fundamental shift in how people buy.
In this interactive session, attendees will explore the psychology behind today's last-minute buyer, why traditional sales approaches often fail, and how to adapt conversations, follow-up, and the buying experience to meet modern expectations. Participants will leave with practical strategies to reduce friction, build trust faster, and increase conversions without relying on pressure or constant follow-up.
Many sales professionals mistake this behavior for indecision, poor planning, or a lack of commitment. In reality, it's a fundamental shift in how people buy.
In this interactive session, attendees will explore the psychology behind today's last-minute buyer, why traditional sales approaches often fail, and how to adapt conversations, follow-up, and the buying experience to meet modern expectations. Participants will leave with practical strategies to reduce friction, build trust faster, and increase conversions without relying on pressure or constant follow-up.