Most sales advice focuses on one thing: motivation.

More features. More urgency. More discounts.

In this episode of Sales & Cigars, Walter sits down with consumer psychology expert Matt Sucha to challenge that assumption—and reveal why buyers often don't need more reasons to say yes… they need fewer reasons to say no.

Matt breaks down the psychology behind stalled deals, hesitation, and "I'll think about it," drawing from behavioral economics, real-world case studies, and his book The Hidden Yes. If you've ever felt like your offer made sense but still didn't close, this conversation explains why.

In This Episode:

• Why logic doesn't close deals—feelings do

• The biggest mistake salespeople make: over-focusing on motivation

• How uncertainty, doubt, and fear silently kill conversions

• Why free offers often feel less valuable to buyers

• The difference between objective value and perceived value

• How context can change willingness to pay—without changing price

• A real-world insurance case study that led to a 167% conversion lift

• Why better sales starts with asking: "Why wouldn't they buy?"

Key Takeaways:

• Buyers don't stall because they're unmotivated—they stall because something feels risky.

• Removing psychological friction is often more powerful than adding incentives.

• Context (how and when you present information) shapes value more than price itself.

• Great sales conversations are designed—not improvised.

Free Gift for Our Listeners!

Click here for a free gift from Matt!

Connect with Matt:

• https://mindworx.net/

• https://thehiddenyes.com/

• LinkedIn: https://www.linkedin.com/in/matt-sucha/

Connect with Walter Crosby and Sales & Cigars:

Website: Helix Sales Development

LinkedIn: Walter Crosby

Instagram: @wcrosby248

Facebook: Helix Sales Development

Share Your Thoughts:

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Keep savoring those cigars and stay sharp in sales! Until next time, keep listening to Sales & Cigars—the podcast where the only smoke we blow is from cigars.