…and how the E.A.S.Y. Framework makes it stick.
Let’s start here:
Have you ever walked out of a sales conversation thinking “That was fire”—only for the buyer to vanish into thin air?
Or worse…
They say: “This is amazing. I just need to run it by the team.”
And then… crickets.
You didn’t lose that sale because your pitch was off.
You lost it because you were speaking to the wrong part of the brain.
The Brain Has Two Speeds—And You’re Probably Selling to the Wrong One
In Thinking, Fast and Slow, Nobel Prize-winning psychologist Daniel Kahneman explains that the brain has two systems:
- System 1: Fast, emotional, intuitive
- System 2: Slow, deliberate, logical
When we sell—especially in uncertain times—we think we need to win over System 2 with logic and spreadsheets and ROI decks.
But here’s the truth bomb:
System 1 makes the decision.
System 2 just finds a way to justify it.
So if you’re not engaging emotion first, you’re not influencing.
You’re just info-dumping.
Story: Selling Without a Slide Deck
One of my coaching clients walked into a pitch with a C-level exec. She had the deck. The data. The bullet points.
Before she could even open her laptop, the exec said:
“Before we begin—can I trust you?”
BOOM.
That’s System 1 doing the talking.
No charts. No logic. Just vibe check.
(Spoiler alert: she ditched the deck and had the best sales convo of her life.)
How to Sell to System 1—and Support with System 2
1. Lead with Emotion, Back It with Logic
Start with a story, a moment, or a bold emotional question:
“What happens if nothing changes?”
Then reinforce with data:
“We helped a client reduce turnover by 42% in 3 months. Want to hear how?”
Connection first. Case study second.
2. Create Certainty in Uncertainty
System 1 hates risk—especially when the world feels unstable.
“We’ve helped clients like you through this exact challenge.”
“Let’s start small and build up together.”
When your energy is confident, they feel confident.
System 1 reads tone, not bullet points.
3. Make It E.A.S.Y.
When it comes time to engage System 2, here’s the framework I teach in my keynotes and sales training:
E = Eliminate Barriers
Ditch the friction. Confusion. Bloat. Jargon. Long decks.
What makes this harder than it needs to be?
A = Ask Clearly & Align with What Matters
Say what you want—and make it relevant to them.
Don’t soften it. Don’t hope they figure it out.
Make the ask direct, meaningful, and timely.
S = Simplify the Next Step
No decision trees. No homework.
Give them one action. One yes.
Make it easy to move forward now.
Y = YES-Minded
Design the whole experience—your tone, energy, and language—to lead to a confident, “This just feels right.”
- Less convincing. More inviting.
- Less pressure. More presence.
BONUS TIP: Don’t Just Follow Up—Reignite the Emotion
If System 1 didn’t bite the first time, your follow-up is your second chance.
Try:
“You mentioned your team’s been overwhelmed lately—has that shifted?”
“You said you were tired of doing this piecemeal. Is that still true?”
You’re not just nudging. You’re reconnecting to what matters.
You don’t need to convince anyone.
You need to connect with the part of their brain that says:
“This feels right. I trust them. Let’s go.”