If you’ve ever wished more people would say “yes” to your services, this episode is going to open your eyes. Fern dives into the fascinating world of psychological selling — and no, it’s not about manipulation or cheesy tactics. He breaks down why humans make emotional decisions, how to use that to guide potential customers, and why things like “most popular” labels and small surprises can have a huge impact. You’ll hear real-world examples, clever techniques, and actionable tips you can start using today to convert more leads and build customer loyalty.

This isn’t about tricking anyone — it’s about helping people choose what’s truly best for them (and their dogs). From creating urgency and showcasing social proof, to framing your offers in ways that feel irresistible, Fern shows you how to ethically use psychology to boost your sales and your client’s happiness. If you want to attract more customers and keep them coming back, you’ll definitely want to tune in and take notes on this one!