In general, businesses have to push back constantly against the tendency to be focused on a transaction. The job of managers is to make sure every transaction occurs for the right reason and supports better and more sustainable transactions. 

Forrester: B2B Marketers Have a Blind Spot, 2012-Jul-26, by Jeff Ernst

You need to recognize that the B2B buying process is not one big decision; it is a series of micro-decisions. And the company that wins the business is the company that is there to answer those questions and provide fresh insights that influence how the buyers think about the problem so that the buyers can confidently advance their journey.