Why do customers say "no" even when you offer them something for free? And how can simply changing a question double your sales?In this episode, Chris chats with behavioural science expert and Mindworx founder Matt Suchánek. A former actuary turned consumer psychology pro, Matt reveals why the secret to boosting sales isn't about giving people more reasons to buy—it's about giving them fewer reasons to say no.We discuss:🧠 The "Free" Trap: Why a travel insurance giveaway failed (and how psychology fixed it).🍕 The Pizza Experiment: How a simple reframe changed topping orders by 100%.🏄 The SURF Model: A practical framework to decode customer behaviour.🚫 Psychological Reactance: Why pushing too hard kills the sale.🎁 SPECIAL OFFER: Matt is offering signed copies of his new book, The Hidden Yes, plus a special bonus exclusively for our listeners! 👉 Get your copy here: https://www.thehiddenyes.com/42