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Sales directors and call center managers
Focusing on improving in-person and over-the-phone sales performance.
The Hidden YES: Book written for real-world impact
A practical toolkit to boost online and offline sales in finance and insurance with consumer psychology.
Coming soon – November 2025
Tired of Theory-Heavy Books?
Have you ever read a book on behavioral economics or consumer psychology and thought, “This all sounds great, but how do I actually use this in my work?”
You’re not alone.
Too many books stay in the realm of theory. Exciting to read, impossible to apply.
The Hidden YES is different.
Based on science. Written from experience.
The Hidden YES combines decades of research in consumer psychology with 10 years of real-world experience in the financial sector.
Matt and the Mindworx team have already helped some of the biggest players in the industry boost their sales with consumer psychology.
Now, Matt has packed everything they’ve learned into a practical, easy-to-read guide — full of actionable steps to help you increase your online and offline sales.
After reading The Hidden YES, you will:
- Gain a new perspective on what’s key in effective digital sales
- Know exactly what to change to improve your in-person and over-the-phone sales
- Spot and fix weak points in your team’s sales performance that you weren’t aware of
What’s inside The Hidden YES?
- The 4 biggest psychological barriers that stop customers from saying yes — even when the offer is good.
- 4 powerful principles to make your offer more attractive and persuasive.
- 100+ real-world examples and case studies that bring the principles to life.
- The SURF™ Method — 10+ years of experience distilled into 4 clear steps to boost the performance of your customer interactions.
A taste of what you’ll find in the book
Who is this book for?
For leaders and sales professionals in finance and insurance who want to stop losing sales to guesswork — and start using science-backed tools that drive results.
It’s especially useful for:
Leaders in digital sales and communication
Heads of digital sales, product owners, CRM and communication leads — focusing on converting customers online through websites, apps, or email.
Executives in charge of team performance and growth
Sales support leads, L&D managers, and coaches — looking to spot what’s holding teams back and equip them with tools that work.
Meet the author!
Matt Sucha, Founder & CEO, Mindworx
Matt is one of the world’s leading experts on consumer psychology in sales.
As the founder & CEO of Mindworx, he’s spent the past decade helping major banks, insurers, and telecom providers across Europe and beyond drive sales performance with behavioral science.
He’s the creator of the SURF™ Method — a practical framework for applying behavioral insights to real-world business challenges.
Under his leadership, Mindworx has grown into a global leader in customer psychology education, with graduates in over 100 countries.
A sought-after TEDx speaker, Matt is also the author of Mindworx Academy, the most comprehensive online course on behavioral economics and customer psychology.
Sometimes, Matt trades his office desk for hiking in the Dolomites — because nothing says “relaxation” like steep trails and sore legs, right?
Follow Matt on LinkedIn for regular insights into psychology-driven sales growth and business strategy.
Check Matt's LinkedInWe have a free chapter ready for you
The Hidden YES is coming out in November 2025. But if you drop us your email now, you will:
- Get a free chapter of the book delivered straight to your inbox to see exactly what the book offers before you make any decision.
- Be the first to know when pre-orders open. Spots will be limited.
- Increase your chances to win a special bonus offer — a surprise reserved for those who pre-order early.
No fluff. No theory overload. Just practical psychology that helps you sell smarter. See for yourself.
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