mindworx CEO, behavioral economist and author Matt Sucha shares that the real reason why B2B organizations are losing sales has nothing to do with price. He counters the thought that customers aren't motivated enough, and sellers need to pile on with more benefits, bigger discounts and better features. "When customers don't do what you want them to do, the problem is not lack of motivation. The problem are psychological barriers standing in the way." These barriers include Uncertainty, Psychological Reactance, High Perceived Effort and Zone of Acceptance. Addressing these blockers head on in outbound communications can significantly lift conversions. In an AI world, winning is all about understanding the psychology behind human decisions.
