Most people assume that when a customer looks at a webpage or listens to a sales presentation, they absorb the information and then decide what they think. Neuroscience suggests something very different.

Most people think a computer crashes because it's broken. Often, that's not true. More commonly, it slows to a crawl because it's trying to manage too many competing processes at once.

If you sell something complex, you have heard this: We're interested... but. It makes sense... we just need time. It's almost there. Most people interpret this as a communication failure. It isn’t. It is a cognitive event.  

There is a phrase that quietly destroys growth in complex markets.“Almost there.”Not rejected. Not approved. Just… almost.

There is a dangerous assumption in sales. If a solution is strong and the logic is sound, intelligent people will move quickly.In complex environments, the opposite is often true. The smarter the decision-maker, the slower the movement.This is not resistance. It is...