The SURF™ Method:
How Consumer Psychology is Redefining Sales Performance and Training
Free webinar│May 13, 2026 │12PM EDT│6PM CEST
Most sales training focuses on making salespeople better – better techniques, better scripts, better objection handling. And yet, conversion rates stay flat, pipelines stall, and training investments keep underdelivering.
The reason is simple: we’ve been solving the wrong problem.
For decades, sales training has focused on motivation – assuming the customer needs to be pushed harder toward a yes.
But consumer psychology and over a decade of Mindworx experience tells a different story. The real issue isn’t lack of motivation. It’s psychological barriers — hidden obstacles in the customer’s mind that persuasion can’t overcome.
The good news? They’re fixable.
- The 4 main psychological barriers that stop customers from buying – and how to remove them
- How science-based design improves every customer touchpoint
- Why The SURF™ Method operates on a different level than traditional sales frameworks – and how it supercharges the ones you already use
A conversation for serious training professionals who want to understand where the science of consumer psychology is taking the sales training industry.
Who is this webinar for?
If you are looking to add a science-backed methodology to your practice or are curious about where consumer psychology is taking the sales training industry
- Independent sales trainers and consultants
- Sales performance pros curious about consumer psychology
Meet the speaker!
Matt Sucha
CEO, Mindworx
Matt is one of the world’s foremost authorities on consumer psychology in sales. As the CEO of Mindworx and bestselling author of The Hidden YES, he has spent the past decade helping major banks, insurance companies, and telecom providers across Europe and beyond drive sales performance through behavioral science.
Matt is the creator of the SURF™ Method and Licensing Program, a practical framework for applying behavioral economics to real-world business challenges.
Under his leadership, Mindworx has grown into a global leader in customer psychology education, with graduates of its training programs in over 100 countries.
Leader in Consumer Psychology Training
- 3500+ alumni
- Licensed trainers in 12 countries
- Average ranking 4.72/5
