The Unfair Advantage of Understanding Your Buyer with Suhasini Kirloskar and Tanay Sarpotdar

B2B companies spend enormous amounts of time understanding their products.

Features. Pricing. Competition. Differentiation. Positioning.

But how much time do they spend understanding the person actually making the buying decision?

In this episode of MindfulMinutes, Tanay Sarpotdar speaks with Suhasini Kirloskar about the behavioural side of B2B growth—and why understanding your buyer can become one of the most powerful competitive advantages a business can develop.

The conversation explores what businesses often miss when they look at buyers through traditional ICPs, personas and customer data. It moves into the psychology behind B2B decisions, the role of trust and perceived risk, and what behavioural insight can reveal when leads are coming in but deals still aren't moving.

The discussion then moves from behaviour to strategy: how can businesses actually use what they learn about their buyers to rethink positioning, messaging, marketing and sales?

Because understanding buyer behaviour is interesting.

Using it to make better business decisions is where the real advantage begins.

About Suhasini Kirloskar

Suhasini Kirloskar works at the intersection of B2B marketing, behavioural insights, sales and business growth.

Her work focuses on helping businesses understand the psychology behind B2B buying decisions and translate those insights into practical strategies that improve how companies market, sell and build relationships.

She is also the brain behind B2B Growth Essentials, which takes behavioural thinking beyond theory and applies it to practical B2B situations across marketing and sales.