The Buyer's Brain Blog

There's a gap that stops deals cold — and most experts aren't thinking about it...at least at first. You know your solution. You built the thing, you live the thing, you could talk about it for hours. The gap is something else entirely. What Experts Get Wrong About...

Most founders I work with are fighting the wrong battle. They spend their energy trying to out-feature, out-price, or out-talk the competition. And they keep losing deals they should win. The battlefield isn't where they think it is. The Mistake I See Constantly...

You've got a solid offer. A decent website. A sales process that makes sense on paper. And buyers still aren't choosing you. I see this constantly. And in most cases, the problem isn't the product, price, or competition. It's that to the buyer, you look exactly like...

I walked into a camera store ready to buy the most expensive model. I told the salesperson what I was trying to do. He paused and said: "You honestly don't need that much camera. This one does everything you need — and it's half the price." I bought it on the spot....

Every sales trainer has used it. Every sales movie has celebrated it. "Sell me this pen." It's also one of the most damaging exercises in professional selling. Not because it's hard. Because it's pointing you in exactly the wrong direction. The Mistake Sounds Like...