Скачать или смотреть Why Prospects Really Say "No" (Hint: It's Not Your Price)

Your prospects aren’t resisting your offer—they’re defending their brain.

If your coaching or consulting deals stall early, it’s not about price or timing. It’s about trust signals—and whether you’re accidentally triggering threat instead of safety.

Here’s what top consultants know:

You’re not just selling a solution. You’re guiding someone’s brain through a high-stakes decision. And that brain is wired to protect itself.

David Rock’s SCARF model is your cheat code:

Status – Are you threatening their sense of competence?
Certainty – Do they know what happens next?
Autonomy – Do they feel boxed in, or empowered?
Relatedness – Do they feel like you “get” them?
Fairness – Does your offer feel equitable and transparent?

Here’s the hard truth:

We often accidentally trip these triggers:

A well-meaning insight can come off as condescending (status).
Ambiguity in next steps creates anxiety (certainty).
“Pushing” value kills ownership (autonomy).
Slick language without rapport feels fake (relatedness).
If ROI isn’t obvious, trust evaporates (fairness).

The best consultants are neurologically safe to buy from.

They reduce threat. Build trust. And create space for the client to move forward with confidence.

Next time a deal stalls, don’t push harder—check which SCARF element you might’ve missed.

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