Episode
Why Buyers Don't Buy (Hint: It's Not Your Price) with Ted Olson
- Podcast
- Impact Pricing
- Published
- Jul 13, 2026
- Duration seconds
- 2045
- Processing state
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Summary
Most sales conversations assume buyers make rational decisions. Ted Olson argues that's exactly why so many deals stall. Ted Olson is a sales strategist who helps founders, consultants, coaches, and sales teams use behavioral science to improve how buyers make decisions. He is the author of Feel Good About Selling and the upcoming book, Distinct, where he explores what happens between a buyer saying, "This makes sense," and actually saying, "Yes." In this episode, Ted and Mark challenge one of sales' biggest assumptions: why buyers hesitate. Is it fear or a lack of confidence? Their lively debate uncovers what really drives buying decisions and how sellers can help buyers confidently say yes. Why you have to check out today's podcast: Learn why buyers hesitate and why it often has nothing to do with your price. Discover how great salespeople build buyer confidence instead of pushing harder to close. Understand what "We'll think about it" really means so you can reduce hesitation before objections show up. "Indecision is fear-based. Status quo is fear-based. If you can address that fear, you can double your close rates." – Ted Olson Topics Covered: 02:05 – Are Buyers Rational? The Psychology Behind Every Buying Decision. Are buyers driven by logic or emotion? Ted and Mark debate how buyer psychology, perceived value, and decision-making influence pricing more than most companies realize. 05:45 – Buyers Buy Futures, Not Features. Learn why listing more features rarely wins deals. Discover how buyers imagine future outcomes and why too much information creates uncertainty instead of confidence. 09:10 – Why Buyers Say, "We'll Think About It". Is it really about price? Ted explains why buyer indecision is usually driven by fear and uncertainty, not budget or competition. 13…