This episode of Enablement Uncanned explores how the psychology of decision-making—specifically Daniel Kahneman’s concepts of System 1 (fast, intuitive thinking) and System 2 (slow, analytical thinking)—shapes success in sales enablement. Hosts Mark and Sarah discuss the myth of the purely rational B2B buyer, highlighting research that shows emotional, subconscious factors (System 1) often drive purchasing decisions, while logical analysis (System 2) is used to justify choices after the fact. The conversation moves from theory to practice, offering actionable strategies for sales professionals to engage buyers’ intuitive minds, such as building trust, creating positive first impressions, and designing memorable meeting experiences.

The episode also examines the transformative role of generative AI in sales. AI tools can automate and streamline System 2 tasks—like research, proposal writing, and data analysis—freeing salespeople to focus on high-value, human-centered activities that foster relationships and trust. Listeners are encouraged to reflect on their own sales processes and consider how leveraging AI can help them spend more time on the “human stuff” that truly moves deals forward. The episode concludes with practical takeaways for integrating psychological insights and AI into smarter, more effective sales strategies.