In this episode, I unpack why prospects can seem fully on board and still end up buying from someone else. We look at how buyer psychology, emotion, and clarity shape decisions far more than price or credentials, and what that means for how you position and present your offers. If you’ve ever felt confused by “almost yes” conversations, this will help you see what’s really happening.

We also talk through common myths around pricing, value, and competition, and why friction often matters more than features. I share how small shifts in messaging, delivery, and brand perception can make the path to working with you feel easier and more natural. This episode is about helping buyers feel confident saying yes, without pressure or gimmicks.

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