Not Every 'Yes' Is a Win

Traditional gooroo training loves to pat itself on the back whenever a buyer finally agrees, as if the end justifies the means.

BUT here’s what we seem to forget:

Decision fatigue CAN (and does) make people agree to things they maybe shouldn’t.

Before the naysayers chime in, put your shirt back on and take a peek at the research:

- Danziger, Levav, & Avnaim-Pesso (2011, PNAS): Judges were far more likely to grant parole early in the day or after breaks—later on, approvals collapsed. Not because cases got worse, but because brains got tired. - Vohs et al. (2008, JPSP): Making repeated choices reduced self-control, leading to worse persistence & impulsive decisions. - Jia et al. (2022, Scientific Reports): Mental fatigue literally changed brain activity and made people default to the easiest choice, even when it wasn’t the best one.

So when you hammer a buyer for 45 minutes with tonality toggling and objection-handling gymnastics…sure, you MIGHT get a “yes.”

But is it always the right KIND of yes?

How many “yeses” are made NOT out of conviction and clarity, but exhaustion - a buyer finally tapping out?

And what happens next?

Refunds. Chargebacks. Churn.

And the BIG one—terrible client success results.

Nobody talks about this, because nobody shares their numbers.

If you don’t have a high client success number, you likely have too many of the wrong kind of “yeses”.

As much as the gooroos would like to THINK the burden of success is SOLEY on the client to “work hard”, the FTC is clear:

The legal burden of success is on the company, NOT the buyer. (See 16 CFR Part 255 and 437.)

If you promise results, you MUST prove that typical clients achieve them (and you must ensure clients get them, too).

It doesn’t matter if some buyers “didn’t do the work.” The FTC doesn’t grade effort, it grades outcomes.

If your typical clients don’t succeed, you’re out of compliance. Period.

So when companies celebrate these pressure-cooked “yeses,” they’re not just setting their offer up to fizzle out, they’re setting themselves up for an FTC smackdown.

A REAL “yes” doesn’t come from fatigue. It comes from certainty, from a buyer who’s clear, not cornered and worn out at the last leg of the script maze.

Let’s make sure we’re getting the right kind of yes when we’re serving our buyers.

The Client Success % tells the truth. It’s the scoreboard that shows whether your yeses are real...or fake.

Stay Humble, Hustle Hard.