A short motivational/sales-coaching monologue by Matt Ryder arguing that emotion, not slow rational deliberation, drives decisions. Ryder illustrates that when prospects say they need to "think about it" they will usually default to old patterns unless a jarring, emotional trigger occurs; sellers should deliberately create or provoke emotional movement because allowing time to "think" means prospects will rationalize staying the same. Uses vivid metaphors (ski grooves, "touch the iron") and a personal-training anecdote to make the point.
Chapters
You'll never close a prospect if they have to go away and think about it. You have to feel in order to act like you don't just decide what shoe to put on, you feel like putting your left shoe on first. So you do. Both sides of your brain have to agree on which direction to go, but emotion is by far leading the charge. Most of the time, people who go in and think about things, they're usually like, not good at that stuff. Like, I used to be a personal trainer and you have someone that needs to go away and think about getting a personal trainer. But they're 50 pounds overweight. Every single thought, feeling and action up until that point has caused them to be in a state of where they're unhappy to where they're at and unhealthy and in a bad state. So going away to think about it is not going to help them. The way the brain works for the most part is it's like a mountain that people go skiing on and it's got these worn grooves and those become the runs that everybody does. And sometimes you have to shake the trees, get the powder, because you have to go on a different path. If you just go away and think about it, you're going to think in the exact same patterns. You're just going to keep doing more of what you're doing and justifying more of what you're doing. I that's why most people need to touch the iron, to know that it's hot. They have to have something like jarring to happen to them to get them to change a behavior. So when someone gives you a think about it, I want you to know that you haven't done your job.
