Name: The Real Reason People Aren’t Buying From You, and What to Do About It
Start: 2026-01-20T09:00:00+00:00
End: 2026-01-20T10:30:00+00:00
Location: CodeBase - Edinburgh

$The Real Reason People Aren\u2019t Buying From You, and What to Do About It$

A deep dive into the psychology of indecision, and how to build customer-led growth systems that turn hesitation into action.
About this Event

Most potential customers aren’t saying 'no'. They’re saying 'not yet'.

In this session, you’ll discover why people cling to outdated products and half-working solutions, and why logic alone rarely gets them to change. You’ll also learn how to surface the quiet fears behind indecision and turn those insights into messages and experiences that help people finally say 'yes'.

Expect one relatable, true story that will permanently change how you observe customer behaviour. You’ll leave thinking, 'We’ve clearly got work to do'.

Who this is for

Founders and CEOs who are trying to understand why sales cycles drag out or growth has plateaued.
Product and marketing teams who want to connect customer insight with sharper positioning, messaging, and go-to-market strategy.
Anyone tired of throwing tactics at the wall and ready to ground growth in real customer behaviour.

You’ll learn

The hidden psychology behind customer inertia, and why logic, persuasion, or discounts aren’t scalable.
How to identify the Four Forces that drive or block buyer journeys.
How to spot Locksmith Moments, the points when people become open to change.
Practical ways to apply these insights to your product, messaging, and customer experience.
A simple framework to shift from guesswork to a repeatable, customer-led growth system.

Outcomes

By the end, you will:

See indecision not as disinterest but as a solvable design problem.
Reframe your buyer journey around your customer’s emotional timeline.
Know exactly where to focus, and what to stop doing, to unlock growth.

About Sid Kathirvel

Sid Kathirvel of Unlock Growth will lead the session. Sid has over 25 years of experience in strategy, product and growth marketing. Sid helps founders and teams (from early-stage startups to scaling SMEs) break through growth ceilings and unlock their next level. He strips away guesswork, sharpens positioning and crafts messaging that sticks. His blend of strategic leadership and executional rigour has earned him recognition as Marketing Mentor of the Year 2024.