Lead Gen

Feb 24 2026

Five Decisions Every Buyer Makes Before They Contact You

By Michael Lynch Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology, Lead Generation & Demand Creation, Marketing Strategy & Growth, Thought Leadership & Authority Building

Five Decisions Every Buyer Makes Before They Contact You By the time a prospect picks up the phone, sends the email, or fills out the contact form, the most consequential part of the buying process is already over. You heard that right. Not the negotiation. Not the evaluation. Not the…

May 21 2025

How the Right Frame Changes What Buyers Are Willing to Pay

By Michael Lynch Marketing Strategy & Growth, Pricing & Revenue Growth

How the Right Frame Changes What Buyers Are Willing to Pay HP Field Notes | Highly Persuasive Two engineering consultancies presented identical proposals to the same procurement committee. Same scope. Same timeline. Same methodology. One quoted $285,000. The other quoted $340,000. The committee chose the higher price. When asked why,…

Apr 21 2025

The Fear of Looking Wrong: How Social Risk Shapes Commercial Decisions Nobody Admits

By Michael Lynch Marketing Strategy & Growth, Conversion Optimization & Sales Psychology, Influence & Consumer Psychology

The Fear of Looking Wrong: How Social Risk Shapes Commercial Decisions Nobody Admits How many of your buyers are choosing the organisation they genuinely believe is the best option — versus the organisation they believe they can best defend choosing? The question is uncomfortable because it implies that commercial decisions…

Mar 30 2025

The Decoy Effect and Why Most Pricing Structures Are Working Against You

By Michael Lynch Pricing & Revenue Growth, Conversion Optimization & Sales Psychology, Marketing Strategy & Growth

The Decoy Effect and Why Most Pricing Structures Are Working Against You A 1992 study by Dan Ariely, Joel Huber, and John Payne demonstrated something pricing strategists have been applying carefully ever since: adding a third option to a two-option choice can change which of the original two options buyers…