In this episode of The Brainy Business podcast, Melina Palmer welcomes Matt Sucha, author of the highly anticipated book, The Hidden Yes. This insightful conversation explores the often-overlooked barriers that prevent people from saying yes, revealing how removing these obstacles can lead to greater success in sales and customer interactions. Matt, the CEO of Mindworks and editor-in-chief of Inside Be, shares his extensive experience in applying behavioral science across various industries, including banking and telecommunications. He introduces listeners to his SURF method—a structured approach designed to help professionals identify and eliminate hidden barriers in communication and decision-making processes. Throughout the episode, listeners will discover practical strategies to enhance their sales techniques and customer experiences by focusing on behavior rather than motivation. As you listen, consider how hidden no's may be affecting your own work and what small changes could lead to significant improvements in outcomes. Matt's insights serve as a powerful reminder that sometimes the key to unlocking a yes lies in simplifying the path forward. In this episode: Learn about the SURF method and how it can transform your sales approach. Discover the importance of identifying and removing psychological barriers in communication. Explore real-world case studies that demonstrate the effectiveness of behavioral insights. Understand how to shift your mindset from adding motivation to addressing hidden barriers. Gain practical tips for creating more compelling job descriptions and customer interactions. Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/553. Looking to explore applications of behavioral economics further? Learn With Us on our website. Subscribe to Melina's Newsletter Brainy Bites. Let's connect: Send Us a Message Follow Melina on LinkedIn The Brainy Business on Youtube The Brainy Business on Instagram

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