Matt Sucha

In this engaging conversation, Matt Sucha, CEO of Mindworks and author of *The Hidden Yes*, discusses his insights on removing barriers that hinder customer engagement. He introduces the SURF method, a practical toolkit for identifying and eliminating psychological obstacles in sales. Matt emphasizes the importance of understanding hidden 'no's' in consumer decision-making and shares real-world examples, such as optimizing job ads and improving bank retention calls. His approach focuses on simplifying communication to enhance customer experiences, making this a must-listen for sales professionals.