Dealmakers Decoded (Episode 17): The Peak-End Concept Driving Better Customer Experiences


Psychologists found that people judge an experience largely based upon how they felt at its peak and at its end, rather than the sum or average of every moment. This is known as the peak-end concept.

In this episode, Andy Paul explains how the peak-end concept can be applied to selling to build more trust and provide better customer experiences.

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andy paul peak end concept

Andy Paul Founder, The Sales House

Andy is the Founder of, the only all-in-one sales education community for the modern B2B seller. Andy is also a 30+ year sales veteran, an executive coach, and a best-selling author.
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