Deals don't fall apart because your offer isn't good enough. They fall apart because somewhere in the conversation saying yes started to feel too expensive.

Not expensive in dollars. Expensive in identity, risk, control, and fear. And until you understand what that internal cost is, the most logical pitch in the world won't close the gap.

This Best Of compilation pulls three of Jake's most powerful segments on buyer psychology and puts them together in one focused conversation. Each one approaches the same truth from a different angle. And together they give you a complete picture of what's actually running beneath the surface of every sales conversation you're in.

The first segment breaks down the moment buyers actually decide and why logic has almost nothing to do with it. The second goes deeper into the four hidden costs ever ...