Why do so many qualified prospects still choose not to buy—even after hearing a compelling presentation and a strong ROI story?

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In this episode of Sales [UN]Training, Kelly Riggs welcomes behavioral science expert Matt Szczurek, author of The Hidden Yes, for a conversation about the psychology behind customer decision-making. Rather than adding more features, benefits, or discounts, Matt explains why top-performing salespeople first identify the psychological barriers keeping buyers from moving forward.

Kelly and Matt break down the three most common mistakes sales professionals make: focusing too heavily on motivation instead of removing obstacles, relying on logical arguments instead of using context to shape perception, and implementing tactics before defining the behavioral outcome they want to achieve.

The discussion also explores two of the hidden barriers covered in Matt's research. You'll hear why uncertainty often becomes the biggest conversion killer, how small changes in messaging can dramatically improve results, and why reducing perceived effort can make customers far more likely to act.

Throughout the episode, Kelly connects these concepts to real-world sales leadership, showing why traditional product training alone rarely changes behavior. If you're responsible for developing salespeople, improving conversion rates, or helping your team influence buying decisions more effectively, this conversation provides practical strategies backed by behavioral science and real case studies.

If you're ready to rethink how customers actually make decisions, this episode will challenge many long-held assumptions about selling.

Kelly Riggs is an author, speaker, and business consultant for executives and companies throughout the United States and Canada. He has written two books: 1-on-1 Management: What Every Great Manager Knows That You Don't and Quit Whining and Start SELLING! A Step-by-Step Guide to a Hall of Fame Career in Sales.

Get more Kelly: www.BizLockerRoom.com.

Widely recognized as a powerful speaker and performance coach in the areas of sales, management leadership, and strategic planning, Kelly is a former sales executive, a two-time national Salesperson-of-the-Year, a business owner, and a member of the Forbes' Coaches Council since 2019.

Music and Editing by Pod About It Productions @dougbranson