After a rant about Philly Cheesesteaks and Gourmet Grilled Cheese, Kurt and Steve continue to break down the psychology of objections. Undestanding what's happening to your prospect mentally will help you overcome objections faster and many times, avoid them all together.

A study done by Knox and Inkster shows us that people tend to justify and feel more confident in their decisions AFTER they have made them. So if your prospects are not at least subconsciously making a decision to do business with you, they are looking for reasons to NOT do business with you

This essentially comes down to small mental commitments and painting the picture. Anytime your prospect is confused or feels ambiguous about the future, they will throw out knee jerk reactions. This is why advertisements show pictures and videos of people using their product and smiling. They want to paint a picture of a bright future where people are using their product and are satisfied. How can you do this? How can you help your prospects see, touch, taste, feel, and overall experience your product? Take away that uncertainty and the decision gets made subconsciously now and it's easy sailing from there!