The Hidden Yes: Selling by Removing Resistance, Not Pushing Harder
Tue Jan 27 2026
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:
We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars.
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Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more.
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.
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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: We'd love to hear your feedback and experiences! Drop us a line and join the conversation on social media using #SalesAndCigars. Never Miss an Episode! Join the Sales & Cigars community by subscribing to our podcast and YouTube channel: Subscribe to the Podcast: Apple Podcasts: Subscribe on Apple Podcasts Spotify: Follow on Spotify ...and wherever you listen to podcasts! Subscribe to Us on YouTube: Stay updated with our latest video content by subscribing to our YouTube channel. Hit the bell icon for notifications on new uploads! YouTube: Sales & Cigars Channel Stay in the loop: By subscribing, you'll get instant access to new episodes, insightful conversations, and bonus content designed to elevate your sales skills and more. 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.