Most sales teams obsess over motivation—better offers, bigger discounts, flashier pitches. But consumer psychologist Matt Sucha reveals the real problem: hidden psychological barriers.
When a European bank offered free travel insurance, uptake was nearly zero. Why? Customers feared hidden charges and questioned legitimacy. Once these specific concerns were addressed, conversions soared 167%.
The lesson? Stop pushing harder. Start removing friction.
Sucha’s research shows 90-95% of decisions happen subconsciously. A telecom company proved this by reframing one question—instead of “Which accessories do you want?” they asked “Which ones don’t you want?” Sales jumped 32%.
His SURF method teaches you to surface barriers, understand subconscious drivers, reframe choices, and focus messaging. Get his book The Hidden Yes risk-free at The Hidden Yes .
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