The Hidden Yes - Matt Sucha

About this episode

Matt Sucha discusses the psychological barriers that hinder B2B sales and how addressing them can improve conversions.

mindworx CEO, behavioral economist and author Matt Sucha shares that the real reason why B2B organizations are losing sales has nothing to do with price. He counters the thought that customers aren't motivated enough, and sellers need to pile on with more benefits, bigger discounts and better features. "When customers don't do what you want them to do, the problem is not lack of motivation. The problem are psychological barriers standing in the way." These barriers include Uncertainty, Psychological Reactance, High Perceived Effort and Zone of Acceptance. Addressing these blockers head on in outbound communications can significantly lift conversions. In an AI world, winning is all about understanding the psychology behind human decisions.

People in this episode

Host: Market Impact Insights

Guest: Matt Sucha

Topics covered

• B2B sales
• psychological barriers
• behavioral economics
• customer motivation
• outbound communications

Keywords

• B2B sales
• psychological barriers
• customer motivation
• behavioral economics
• sales strategies

Mentioned in this episode

Organizations: mindworx

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