Become a SURF™ Method Certified Practitioner

A 4-week program that gives you a proven, science-based framework to understand how customers really make decisions and how to influence them.

What’s the program about?

This isn’t another training about dubious sales tactics. It isn’t about uncovering the “psychological” profile of customers or learning “magic formulas” to overcome objections.

This program is about the why behind the buy.

It has one goal:
to give you simple tools from consumer psychology to boost your sales and communication performance.

What our clients say?

“The most interesting and eye-opening part was the SURF™ Method. Focusing on uncovering and removing clients’ psychological barriers is a game-changer.”
Ivan PastierBusiness Development Director, CTP

“I lead a team of experienced real estate salespeople. This workshop was incredibly inspiring, and practical; and pushed us to think outside the box. The case studies and examples on changing communication to become more persuasive were awesome!”
Marian DornakSales Director, ITB Development

“Very eye-opening for everybody who attended. It radically transformed how we look at customers and design campaigns.”
Jalal DouameHead of Group CRM, Raiffeisen International

“It brings very pragmatic and concrete benefits when designing value propositions or planning communication. The training is not only for marketing. Any colleague with a customer-facing mission will benefit from it.”
Sandra MoreauChief Marketing Officer, Orange Group

“Incredibly inspiring, professional, and practical. I’ve been through many training programs, but this one radically changed how I communicate with my clients.”
Peter KonecnySenior Financial Advisor

Who’s behind the program?

Matt Sucha, CEO & Bestselling Author

Matt is one of the world’s foremost authorities on consumer psychology in sales. As the creator of the SURF™ Method, he and his team have spent the past decade helping major banks, insurance companies, and telecoms drive sales performance and design stellar products.

Under his leadership, Mindworx has grown into a global leader in consumer psychology training, with graduates in over 100 countries.

Matt is also the author of the Amazon bestseller, The Hidden YES.

What makes this program unique?

Three things set this apart from any other sales training.

Science-based

Built on decades of consumer psychology research, not intuition or anecdote.

Immediately applicable

Every module includes live workshops where you apply frameworks to your own real challenges.

Certified practitioner

Walk away with your official SURF™ Method Practitioner badge.

How is the program structured?

Four weeks. Four modules. One framework.

Each week combines self-paced video content with a live online workshop – so you learn the theory, then immediately apply it.

Module 1: 4 Psychological Barriers that Stop Customers from Acting

What is it about?

Module 1 opens the door to the fascinating world of consumer psychology, revealing how the subconscious mind and decision-making context shape customer behavior.

It tackles one of the most overlooked yet crucial aspects of sales success: removing the psychological barriers that stop customers from buying.

While many salespeople focus solely on motivation, this module shifts the spotlight to eliminating the hidden obstacles that hold customers back.

Participants will learn how to identify and overcome four key barriers—uncertainty, perceived effort, psychological reactance, and the zone of acceptance—using proven, practical techniques.

Mastering this step is a game-changer in boosting sales performance and unlocking customer action.

On demand video lectures & exercises: 2–3h

Live online workshop and discussion: 2.5h

Assignment

Module 2: 5 Important Motivators to Action

What is it about?

Module 2 uncovers the second critical sales mistake: over-relying on logic and rational arguments while overlooking the power of
context and emotions to shape decisions.

In this session, you’ll master 5 proven principles of motivation—loss aversion, the endowment effect, anchoring, perceived value, and defaults—to make your offers more engaging and persuasive.

Using simple, actionable tweaks in your communication, you’ll learn how to reframe offers in ways that immediately boost their appeal and drive customer action.

By the end of this module, you’ll have the tools to elevate your sales approach, spark motivation in your customers, and close more deals effortlessly.

On demand video lectures & exercises: 2–3h

Live online workshop and discussion: 2.5h

Assignment

Module 3: The SURF™ Method

What is it about?

With psychological foundation in place, Module 3 introduces the SURF™ Method in full – a simple, step-by-step framework designed to boost sales performance.

Participants will tackle the third critical sales mistakes, gaining actionable insights to start transforming their sales approach and driving results.

Participants will also get the opportunity to apply the SURF™ Method to their own specific sales challenges, ensuring immediate relevance and impact.

More than just a one-time tool, the method provides a systematic process they can rely on for years to come – whenever they need to refine their approach, boost performance, and drive better results.

At the end of week 3, they’ll have a clear picture of the full method – and a draft application to bring into the final session.

On demand video lectures & exercises: 2–3h

Live online workshop and discussion: 2.5h

Assignment

Module 4: The SURF™ Method: Live Application

What is it about?

The final week is where it all comes together. Module 4 is a live application session – no new theory, just you and the cohort putting the SURF™ Method to work on real sales challenges.

Participants will present their work-in-progress from Module 3, get feedback from the group and facilitator, and refine your application in real time. It’s the most hands-on session of the program – and the one participants consistently find most valuable.

Participants will leave week 4 with a complete, tested SURF™ Method application they can use immediately – and the certification to prove it.

Live online workshop and discussion: 2.5h

Assignment

Live session schedule

All sessions run online. Every Wednesday at 12:00 PM EDT / 6:00 PM CET – 2.5 hours each. Plus 2–3 hours of on-demand content per week, at your own pace.

Module 1

Wednesday, Aug 12

12:00 PM EDT · 6:00 PM CET

Module 2

Wednesday, Aug 19

12:00 PM EDT · 6:00 PM CET

Module 3

Wednesday, Aug 26

12:00 PM EDT · 6:00 PM CET

Module 4

Wednesday, Sep 2

12:00 PM EDT · 6:00 PM CET

Investment: $3,000

One-time. Everything included.
If you’re not satisfied, 100% money-back guarantee. No questions asked.

4 weeks of live online workshops
SURF™ Method Practitioner certification
On-demand video content & assignments

Good to know before you register

What happens after I register?

You’ll hear from us within 48 hours of submitting your application. If needed, we’ll schedule a quick call to answer all your questions. After you pay the certification fee, you’ll get calendar invites for all four live sessions, and everything else you need to get started.
What if I can't attend a live session?

All live sessions are recorded and shared with participants, so you won’t miss any content. That said, we encourage you to join live – the workshop element is interactive and most valuable in real time.
How much time should I set aside each week?

Plan for roughly 5–6 hours per week: 2–3 hours of pre-recorded video lectures, 2.5 hours for the live session, and time for your assignment. Week 4 is live-only, so slightly lighter on your own time.
Is this program right for me?

The certification is designed for sales professionals, trainers, and consultants who want a systematic, psychology-backed approach to boosting sales performance. If you have a background in Cialdini principles or similar frameworks, this will complement and deepen your existing knowledge.
What exactly do I walk away with?

Your official SURF™ Method Practitioner certification, a complete and tested application of the SURF™ Method to your own sales context, access to all session recordings, and a systematic framework you can return to whenever you need to improve how you sell or communicate.
Will the program run again?

This cohort is limited. We’re not currently announcing future dates – if you’re considering it, now is the time to secure your spot.
What is the money-back guarantee?

We offer a 100% money-back guarantee. If, after completing Module 2, you’re not satisfied, we’ll refund your full investment. No questions asked.

Ready to get certified?

Ready to take the next step? Fill out the form and we’ll get back to you within 48 hours with all the organisational details and next steps to get you started.