The Physics
The Peak-End Rule: Why Last Impressions Matter Most
"Your buyer doesn't remember the entire sales cycle. They remember the worst moment and the last moment. For most deals,…
20 Articles
The Physics
Cognitive Dissonance: Why Buyers Defend Bad Decisions
"The moment a buyer says 'no,' their brain starts building the case for why 'no' was the right answer."
The Physics
The Endowment Effect: Why Buyers Overvalue What They Have
"Your buyer's crappy legacy system isn't just familiar. It's theirs. And that ownership makes them value it far more than…
The Physics
Jack Brehm and the Science of Why Pushing Harder Makes Buyers Run
"When a person feels their freedom of choice is threatened, they will instinctively push back to regain control. Every 'hard…
The Physics
Reactance Theory: Why Buyers Push Back When You Push Forward
"The moment you try to take away someone's freedom to choose, they will fight to restore it - even if…
The Physics
Loss Aversion: The 2.5x Multiplier Nobody Uses
"Every day you pitch gains while your competitor helps the buyer feel their losses, you're fighting with 40% of the…
The Physics
The Nobel Prize Research That Explains Why Your ROI Pitch Doesn’t Work
"Losses loom larger than gains. A $100 loss hurts about 2.5 times more than a $100 gain feels good. This…
The Physics
Prospect Theory for Salespeople: A First Attempt
"Buyers don't evaluate your offer in a vacuum. They evaluate it against a reference point. And we've been ignoring that…
The Physics
I Found a Psychology Paper That Might Explain Everything
"Losses loom larger than gains. Two psychologists proved it forty years ago. And somehow the entire sales industry missed it."
The Physics
Why Do We Resist When Someone Pushes? The Psychology Behind Buyer Resistance
"There has to be a name for this. Someone smarter than me has to have studied why humans push back…