Are you scaring your customers? Does this sound familiar...You do deep discovery around painYou uncover lots of impactful problemsYou develop a clear "Why Change" statementBut there is tension, there is friction, the system is fighting your great ideaAlthough all of these things are often necessary in salesBut...have we stopped to think:The business chose a different solution for a reasonIs the person that made the decision still there, and how will this look on themDid our "Why Change" statement cause fear in the business (laying people off, massive change management)In this episode of PsychAndSales David Weiss & Dr. Ehrin Weiss speak with the founder of Demo Solutions, Ed Jaffe about the Triune Brain Theory which focuses on the different centers of the brain and how the thing we say, colors we show, words we use, the pictures and themes we present trigger different sections of the brainFor instance it may be hard:For someone to hear your amazing pitch when they are scared of being fired To envision a change when someone is already feeling burnt-out In this episode we talk about better positioning, de-risking deals to get past fear, knowing your audience, speaking their language, and preparing for these situations so your message lands better with your audience 

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