Are you scaring your customers? 
Does this sound familiar...

You do deep discovery around pain
You uncover lots of impactful problems
You develop a clear "Why Change" statement
But there is tension, there is friction, the system is fighting your great idea
Although all of these things are often necessary in sales
But...have we stopped to think:
The business chose a different solution for a reason
Is the person that made the decision still there, and how will this look on them
Did our "Why Change" statement cause fear in the business (laying people off, massive change management)
In this episode of PsychAndSales David Weiss & Dr. Ehrin Weiss speak with the founder of Demo Solutions, Ed Jaffe about the Triune Brain Theory which focuses on the different centers of the brain and how the thing we say, colors we show, words we use, the pictures and themes we present trigger different sections of the brain
For instance it may be hard:
For someone to hear your amazing pitch when they are scared of being fired 
To envision a change when someone is already feeling burnt-out
 In this episode we talk about better positioning, de-risking deals to get past fear, knowing your audience, speaking their language, and preparing for these situations so your message lands better with your audience