The Physics
Loss Aversion: Why ‘What You’ll Gain’ Doesn’t Work
"Losses loom larger than gains. A $100 loss hurts roughly 2.5 times more than a $100 gain feels good. This…
20 Articles
The Physics
The Psychology of Why Buyers Resist (And What to Do Instead)
"You are not fighting the client. You are fighting 200,000 years of evolutionary programming."
The Physics
What an FBI Hostage Negotiator Taught Me About Sales Objections
"Name the negative before they do. 'You're probably thinking we're too expensive, too small, and too new. You'd be right…
The Physics
Richard Thaler and Why “No Decision” Keeps Beating You
"Your biggest competitor isn't the other vendor. It's the current state. The devil they know. The gravitational pull of 'good…
The Physics
Antonio Damasio and Why “Rational” Buyers Are a Myth
"Patients who lost the ability to feel emotion couldn't make decisions at all. They'd analyze endlessly but never choose. Emotion…
The Physics
You Have 100 Milliseconds: The Princeton Research on First Impressions
"Buyers decide whether you're credible in one-tenth of a second. That's not enough time to say a word. They're reading…
The Physics
What Robert Cialdini Got Right About Influence (And What He Missed)
"Cialdini documented how humans are influenced. But documenting influence and wielding it ethically in complex B2B sales are different problems."
The Physics
Social Proof Gone Wrong: When Testimonials Backfire
"The same psychological principle that makes testimonials powerful also makes them suspect. Sophisticated buyers know they're being influenced - and…
The Physics
The Spilled Coffee Experiment That Explains Why Admitting Weakness Wins Deals
"Competent people who admit a flaw become more likable and trustworthy, not less. The perfection we're trained to project is…
The Physics
Anchoring Bias: Why the First Number Wins
"The first number spoken in any negotiation doesn't just influence the outcome - it defines the gravitational field in which…