#MartinLucas, tells the brutal truth about human behaviour. Irrational is normal. Emotional is normal. We buy emotionally and we justify using reason and logic. His excellent blog on the subject https://www.gapinthematrix.com/blog/irrational is worth reading. 

Martin is CEO of #GapInTheMatrix. He is a #MathematicalPsychologist who advises global brands on what they are doing to prevent customers from buying, staying loyal, and wasting profits on unnecessary and fruitless advertising, marketing or damaging sales conversations.

He has been a multi-award winning salesman, he's established and grown several businesses and today advises multi-$billion brands in consumer and B2B markets on how to stop self-sabotaging their efforts. He teaches sales teams how to stop projecting unconscious messages that hurt their efforts by projecting contradictory or harmful messages to customers that prevent them from buying.

This interview takes a sophisticated message and dissects it into simple to understand elements you can use and apply in your business, large or small. Fascinating to listen to, Martin's work helps companies win customers, rebuild loyalty once customers have lapsed, prevent them from losing faith in your brand in the first place and secure customers from your competition.

You can contact Martin through his LinkedIn profile at linkedin.com/in/behavioral-sciences