Why do customers say no even when your offer looks great?
In this episode of Sales Lead Dog, Chris sits down with Matt Sucha, CEO of Mindworx and author of The Hidden Yes, to break down the real reason offers fail and how behavioral economics changes the way we sell.
Matt explains why most sales teams ask the wrong question. Instead of asking “How do we motivate customers?”, the better question is “What is holding them back?”
From psychological reactance to uncertainty, from perceived effort to what Matt calls the “zone of acceptance,” this episode dives into the hidden barriers that prevent customers from saying yes.
You’ll hear real case studies, including:
• A 167 percent increase in conversions by simply reducing uncertainty
• A telecom team expanding customer conversations using the zone of acceptance
• A salesperson increased conversion from 16 percent to 28 percent using choice architecture
• How small wording changes can dramatically change buying behavior
Matt also introduces the SURF Method, a practical framework for designing customer interactions by defining what customers should think, feel, and do at each stage of the sales process.
If you work in sales, marketing, CRM strategy, digital sales, or customer experience, this episode will change how you think about persuasion and influence.
🔍 What You’ll Learn in This Episode
• Why motivation is not the real problem in sales
• The four psychological barriers that stop customers from buying
• How to expand a customer’s zone of acceptance
• How to reduce uncertainty in your funnel
• Why giving customers a choice reduces resistance
• How psychological reactance silently kills deals
• How to design sales conversations more intentionally
• Where AI fits into behavioral science and where it can backfire
📘 About Matt Sucha
Matt Sucha is the CEO of Mindworx and author of The Hidden Yes. He helps organizations apply behavioral economics and consumer psychology to improve sales, marketing, and customer experience. His SURF Method is used globally to design more effective customer interactions.
Get a signed copy of the book and free resources here:
https://thehiddenyes.com/dog
🎧 About Sales Lead Dog
Sales Lead Dog features leaders, founders, and sales experts sharing practical insights on leadership, growth, and building stronger sales organizations.
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💬 Comment below: What psychological barrier do you see most in your sales process?