Jeff Shore, a seasoned sales strategist and founder of Shore Consulting, unpacks the emotional mechanics that drive customer behavior. He highlights how understanding buyer psychology can reduce friction in sales processes. Listeners will learn about key motivators beyond money, the importance of addressing emotional dissatisfaction, and strategies to create urgency in purchasing decisions. Additionally, Shore discusses how effective salespeople leverage emotional intelligence to connect with customers, ensuring smoother transactions.
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volunteer_activism ADVICE
Traits of Great Salespeople
Look for salespeople with high achievement drive, positive energy, and coachability.
These traits indicate potential superstars, regardless of prior sales experience.
insights INSIGHT
Certainty vs. Risk
The opposite of certainty isn't uncertainty, but risk, which makes buyers hesitate.
Increase clarity about their future to reduce perceived risk and boost urgency.
question_answer ANECDOTE
French Shoe Story
Jeff Shore bought expensive shoes in France because of high dissatisfaction (sore feet) and a clear future promise (comfort).
This demonstrates how strong dissatisfaction and future promise minimize cost concerns.
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In 'Buyology', Martin Lindstrom presents the findings from a groundbreaking neuromarketing study that reveals the hidden forces driving consumer decisions. Over three years and with a budget of seven million dollars, Lindstrom's research involved brain scans of 2,000 participants worldwide, uncovering how advertisements, logos, and sensory experiences affect our purchasing choices. The book challenges conventional marketing wisdom and provides insights into how emotions, rituals, and subconscious cues shape our buying habits.
The 8 Laws of Customer-Focused Leadership: The New Rules for Building A Business Around Today’s Customer
The 8 Laws of Customer-Focused Leadership: The New Rules for Building A Business Around Today’s Customer
Blake Morgan
The Power of Full Engagement
Managing Energy, Not Time, Is the Key to High Performance and Personal Renewal
Tony Schwartz
Jim Loehr
This New York Times bestseller provides a scientifically based approach to managing energy more skillfully both on and off the job. The book outlines key training principles to mobilize four key sources of energy (physical, emotional, mental, and spiritual), balance energy expenditure with intermittent energy renewal, expand capacity systematically, and create positive energy management rituals. It offers a life-changing roadmap to becoming fully engaged, meaning physically energized, emotionally connected, mentally focused, and spiritually aligned.
The Innovator's Dilemma
When New Technologies Cause Great Firms to Fail
Clayton M. Christensen
In this influential business book, Clayton Christensen shows how even the most outstanding companies can lose market leadership when they fail to adapt to disruptive innovations. Christensen explains why companies often miss new waves of innovation and provides a set of rules for capitalizing on disruptive technologies. The book uses examples from various industries, including the disk drive, mechanical excavator, steel, and computer industries, to illustrate trends that lead to success or failure in the face of disruptive technologies.
Thinking, Fast and Slow
Daniel Kahneman
In this book, Daniel Kahneman takes readers on a tour of the mind, explaining how the two systems of thought shape our judgments and decisions. System 1 is fast, automatic, and emotional, while System 2 is slower, effortful, and logical. Kahneman discusses the impact of cognitive biases, the difficulties of predicting future happiness, and the effects of overconfidence on corporate strategies. He offers practical insights into how to guard against mental glitches and how to benefit from slow thinking in both personal and business life. The book also explores the distinction between the 'experiencing self' and the 'remembering self' and their roles in our perception of happiness.
This week on The Modern Customer Podcast, I sat down with Jeff Shore, sales strategist, author, and founder of Shore Consulting.
We explored the emotional mechanics behind why customers buy—and what causes them to hesitate. Jeff shared a powerful framework that helps brands reduce friction, build trust, and create experiences that move customers forward with confidence.
If you lead CX, journey design, or customer strategy, this episode offers fresh insights you can apply right away.
Listen now—and discover how to turn hesitation into momentum.
This episode is sponsored by Scayle—the flexible, scalable eCommerce platform built to grow enterprise brands—pain-free.
Blake Morgan is a customer experience futurist, keynote speaker, and author of three books on customer experience. Her new book is called The 8 Laws of Customer-Focused Leadership: The New Rules for Building A Business Around Today’s Customer.
The Modern Customer Podcast 
