The Hidden YES
Decoding Consumer Psychology to Boost Sales in Finance and Insurance
Coming soon — November 11, 2025
Have you ever finished a book and thought, “That sounds great—but how do I actually use it?” Most books stay theoretical. The Hidden YES is different.
It’s a hands-on toolkit that blends decades of research with more than 10 years of real-world experience in the financial sector.
Packed with clear, actionable steps, it shows you how to use consumer psychology to boost sales—both online and face to face—in finance and insurance.
Inside, you’ll find 110+ real-world case studies, examples, practical scripts, and tools, plus exclusive access to the Reader’s Zone filled with bonus materials and templates to help you put everything into practice.
Whether you’re leading a sales team, advising clients, or managing digital sales, this book will help you uncover the “YES” hidden in every customer interaction.
About The Book
What’s inside?
Why making your offer “more attractive” isn’t the answer when customers don’t do what you want—and what to do instead
The #1 mistake most sales and digital teams make that ruins their sales efforts (and how to stop doing it)
What's the Zone of Acceptance of your customers and how to design high-converting customer journeys by gradually expanding it?
A proven process to remove the 4 biggest psychological barriers that stop your customers from buying—including the biggest sales and conversion killer: Uncertainty
4 science-backed tools to make offers more compelling without discounts or extra benefits
The SURF™ Method, a clear 4-step framework to boost the performance of your face-to-face, phone and online customer interactions
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“A masterclass in using consumer psychology to increase sales in finance.”
Richard Shotton, Bestselling author of The Choice Factory
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“An absolute treasury of knowledge and advice.”
Rory Sutherland, Ogilvy Vice Chairman
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"Most sales training focuses on what to say. The Hidden Yes reveals something far more powerful: how context shapes every customer decision.
Nir Eyal, Bestselling author of Hooked
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“This is a must-read for anyone working on financial brands, full of practical advice for leveraging psychology to build your business”
Phil Barden, Author of Decoded. The Science Behind Why We Buy
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"This is the kind of book that makes you say, 'Why didn’t anyone tell me this sooner?'”
Melina Palmer, Bestselling author of The Truth About Pricing
Order The Hidden YES
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Starting on November 11, you can order from amazon.com
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Starting on November 11, you can order from amazon.co.uk
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Starting on November 11, you can order from
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Starting on November 11, you can order from Amazon
About Matt
Many years ago, a single book changed Matt’s life.
Inspired by the power of behavioral economics, this former mathematician left the safety of his corporate job to become the founder and CEO of Mindworx and, a decade later, one of the world’s top experts on consumer psychology in sales and marketing.
From the very beginning, Matt has pursued a single mission—to help companies harness the power of consumer psychology and boost the effectiveness of their sales and communication.
Together with his team, Matt helps banks, insurers, and telecom companies uncover what truly drives customer decisions, turn those insights into action, and redesign their products and communication to drive growth.
Matt is the creator of the SURF™ Method, a breakthrough framework that has made Mindworx a global leader in consumer psychology training, with licensed trainers delivering programs across four continents.
In his free time, Matt loves hiking in the Dolomites, getting lost in historical novels, and perfecting his cappuccino latte art.
Work With Matt
Keynotes
Get inspired, entertained, and amazed by the power of consumer psychology in sales!
Training & Consulting
Matt and his team will be happy to train your team or join forces for more in-depth collaboration.
