“A masterclass in using consumer psychology to increase sales in finance.”
Richard Shotton, Bestselling author of The Choice Factory

Your customers don’t need more reasons to say “yes”— they need fewer reasons to say “no”.

If you're in finance or insurance, you know this frustration all too well. Great products. Compelling offers. Yet still customers hesitate, delay, disappear. More often than not, the problem isn't your pitch. It's the invisible psychological barriers standing in their way.

Matt Sucha is one of the world’s top experts on consumer psychology in sales and communication. For the past decade, he has trained and advised the biggest brands in finance and insurance, helping them increase sales and conversions.

In The Hidden YES, he fuses this hands-on experience with decades of research in consumer psychology and behavioral economics. This book isn’t just theory. It’s a battle-tested blueprint to boost sales both online and in person.

What you’ll find inside:

The 4 biggest psychological barriers silently killing sales and conversions—and how to systematically remove them

4 proven principles to make your products and offers more attractive without discounts and additional benefits

The SURF™ Method, a clear 4-step framework to boost the performance of your face-to-face, phone, and online customer interactions


Packed with 110+ real-world case studies, practical scripts, and tools, this book gives you a complete blueprint to transform hesitation into action—ethically and effectively.

Whether you’re leading a sales team, advising clients, or managing digital sales, this book will help unlock the “YES” hiding in every customer interaction.

In the words of Melina Palmer, host of The Brainy Business podcast, "This is the kind of book that makes you say, 'Why didn’t anyone tell me this sooner?'”