Matt Hatson joins NatWest Accelerator to explore the psychology of persuasion – and how founders can use it to grow smarter, faster.
At Enable, we spend a lot of time working with experienced bid leaders, strategic sales teams, and commercial heads who are deep in the details of complex sales. But what connects them with early-stage founders is the same challenge:
👉 How do you persuade someone to act?
👉 Not just once, but reliably, at scale, under pressure?
It’s why Enable co-founder Matt Hatson is joining the upcoming NatWest Accelerator “Grow Your Sales” series, to bring evidence-based sales psychology into the hands of those who need it most.
From stories to science: What works?
Matt’s running a workshop titled “The Science of Influence”, drawing on the same behavioural and neuropsychological research that underpinned his 2023 talk at APMP UK’s BidX conference, where he spoke on The Psychology of Storytelling.
That session explored how story structure — from hero journeys to cognitive triggers — shapes perception, builds trust, and activates the brain in ways that fact-based selling can’t. This time, Matt’s bringing that same rigour to a new audience: ambitious founders scaling their revenue engine.
Attendees can expect practical insight into:
- Why some messages convert — and others fall flat
- What brain science tells us about attention, emotion, and action
- How to use story principles to pitch, sell and negotiate more effectively
- Why trust, empathy and relevance consistently outperform pressure tactics
It’s not about telling better bedtime stories. It’s about understanding how people think — and why that changes how we sell.
Dual role: Panel + Workshop
Matt will also join the expert panel in the morning, sharing insights alongside other growth leaders on what it takes to scale sustainably, before delivering the interactive workshop in the afternoon.
It’s part of NatWest Accelerator’s commitment to founder-led learning, and we’re proud to be contributing.
🗓️ Reserve your place:
https://www.eventbrite.co.uk/e/grow-your-sales-series-of-6-events-tickets-1305807157359