Use The Difficulty To Make More Sales

I’ve been thinking about the idea of “using the difficulty” lately, in the context of complex sales. I encountered the concept in a post by Sahil Bloom on LinkedIn, where he describes a lesson Michael Caine learned as a young actor rehearsing a scene.

The Psychology Behind Better Sales Conversations with Matt Sucha

 In this episode of The Art and Science of Complex Sales, CEO of Mindworx, Matt Sucha explores why better sales results come from understanding how people actually make decisions. Drawing on his work in consumer psychology and behavioral science, he explains why buyers are shaped by barriers, framing, and context, not just by rational benefits or more pressure.

He breaks down why motivation is often misunderstood, how small shifts in communication can change customer decisions, and why the best salespeople are far more deliberate about what they want the customer to think, feel, and do. 

What Is a Decision-Making Catalyst?

The role of a salesperson is simple or complex in direct proportion to the complexity of the buyer’s decision-making process. In transactional sales, the salesperson might simply be an order taker. Or they might be responsible for helping a customer choose from a basic menu of options.

Building Trust in Cold Calls with Brent Long and Nick Massaro

In this episode of The Art and Science of Complex Sales, our guests Brent Long, owner of Long on Life and Nick Massaro, Sales Effectiveness Consultant at Membrain explore why cold calling still matters and what it takes to make it work in a low-trust market.

As new tools and new channels continue to reshape prospecting, they make the case that the real skill has not changed: building trust quickly enough to start a real conversation with a stranger.

They discuss why so many teams rely too heavily on new mediums without mastering the fundamentals, why cold calling is harder but more valuable than ever, and how the right mindset can turn a cold call into the start of a real relationship. 

Stop Coaching The Deal, Playing Whack-A-Mole In Our Coaching

Once a manager accepts that coaching is the job, the next problem shows up immediately. What do you coach?

The Hidden Beliefs That Shape Sales with Paul Fuller

In this episode of The Art and Science of Complex Sales, Membrain’s CRO, Paul Fuller, explores the hidden impact of limiting beliefs in sales.

Drawing on a personal coaching story, research from George Brontén, and his own experience leading teams, Paul explains how unconscious beliefs can quietly shape behavior, reduce confidence, and limit performance.

He breaks down the difference between supportive and unsupportive core beliefs, why these beliefs often become self-fulfilling, and how sales leaders can help their teams uncover and challenge them before they do lasting damage.