In this episode, Butch Nicholson sits down with licensed counselor and longtime friend Kate Knott, who brings a neuroscience-backed perspective on fear, judgment, and decision-making in high-stakes business conversations.

Kate’s expertise spans trauma-informed therapy, behavioral psychology, and communication making her the perfect guest to explore why today’s B2B buyers often hesitate, stall, or say “no” when what they’re really feeling is uncertainty.

You’ll hear how the brain processes risk, why “I don’t have time” usually means “I don’t want to look bad,” and how the deepest buyer objections aren’t logical, they’re emotional.

She unpacks the biological roots of hesitation, the sales mistakes that escalate buyer anxiety, and how seasoned sellers can shift from pushing to understanding.

If you're a Gen X or Boomer business leader trying to sell to modern buyers, this conversation offers a clear-eyed view of what’s really going on behind the scenes and how to meet it with empathy, not pressure.

Bridging Generations in Sales and Outreach is hosted by Robert (BUTCH) NICHOLSON and produced by Fist Bump

Helping Gen X and Baby Boomer leaders turn their reputation into revenue—without losing the human touch.

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