A Psych-Infused Selling Certification
YES,
BY DESIGN
Sell from the inside out — because the yes
was always yours to design.
You've probably always known selling should feel different than this.
Even when the frameworks are dressed up as "ethical", they somehow still feel manipulative.
You don't want to "close clients". You want to understand them so completely that crafting messaging and positioning that solves their problems feels like a no-brainer.
You want your leads to feel so seen by you that the decision to work with you becomes the obvious next step.
Yes, By Design is where that happens.
The sellers inside this certification aren't asking "how do I get more yeses?" They're asking something deeper: "How do I understand the human in front of me so profoundly that the yes emerges naturally?"
That is what we do here.
Welcome home.
No one has ever taught you how to sell in the way that buyers actually buy.
Most sales frameworks were built on scripts designed to overcome, persuade, and close — all backed by pressure and urgency. The fact that you are uncomfortable with this approach is not a weakness. It indicates intelligence and awareness that a more aligned model would be one that flows naturally with how humans make decisions.
You've built something real. But for some reason you don't feel totally convicted when you go to sell it.
You're showing up, making offers, getting on calls. The business technically works — but when you're in those conversations, something feels off. There's a push you don't want to make but feel like you have to.
You've done the trainings. Followed the scripts. Practiced the objection handlers. And still, in the moment, it collapses. Because knowledge and psychology are different things.
There are moments where you catch yourself thinking:
- Why do they keep saying they need to think about it?
- I believe in this offer — so why does selling it feel so uncomfortable?
- I just dropped my price again. I don't want to keep doing that.
- I know they need this. Why can't I help them see it?
What you're not looking for is another tactic. You are looking for something that actually explains what's happening inside a buyer's brain — and gives you a framework that's yours to own.
Clarity about what is actually driving the no. What is resistance versus what is a signal. And how to move someone through a decision in a way that honors both of you.
Kieva Hranchuk, PhD.
Behavioral scientist. Sales psychology strategist. PhD from Columbia University. Here to help you engineer more yeses, faster, in a way that feels good.
Kieva Hranchuk is a behavior scientist turned sales psychology strategist who helps entrepreneurs sell without the sleaze. As a mother of 3 young kids, a full-time professor, and a founder, she fully appreciates what it feels like to be a busy leader with only so many hours in the day. She believes it is essential to have efficient and effective sales systems where psychology does the heavy lifting for you.
With a PhD in Behavior Analysis from Columbia University in New York City, she translates complex behavioral science into simple, psych-infused sales strategies that actually work. She's known for her anti-bro energy approach — teaching sellers how to create trust, activate buyer behavior, and build brands that last.
Kieva brings over 20 years of experience studying and applying behavior change. She began her career working with autistic children and their families, using evidence-based behavioral interventions to help individuals develop meaningful life skills and achieve greater independence. Through this work, she developed a deep understanding of how environments shape behavior and how small, strategic shifts can unlock meaningful change.
Over time, she realized that the same behavioral science used to support transformation in therapy also explains how people make everyday decisions — including purchasing decisions. Today, she applies those principles to the world of business, helping female founders and entrepreneurs understand why buyers say yes and how to design ethical, values-aligned sales processes that feel natural rather than forced.
Her credentials & work
- PhD in Behavior Analysis, Columbia University, New York City
- Author of 10+ peer-reviewed academic publications in behavioral science
- 20+ years of experience studying and applying behavior change
- Full-time professor, founder, and mother of three
- Forthcoming book: The Science of Yes: Buyer Behavior Shaping for Strategic Sellers
Through her teaching, speaking, and programs, Kieva helps entrepreneurs make more money while feeling genuinely good about how they sell.
The four pillars of a
psych-infused seller.
Inside Yes, By Design you are building your selling practice across four dimensions — the elements that allow a seller to close with confidence, consistency, and integrity.
Psychology
Where we decode the actual behavioral psychology and science behind every buying decision. Using The Yes ARISES™ Ladder, you will understand why people buy, why they don't, and what is really happening when someone says "I need to think about it."
Identity
Where we examine the seller's own psychology — the beliefs, fears, and patterns that shape how you show up in a sales conversation. You cannot out-strategy an identity that doesn't believe in what it's selling.
Process
Where we translate understanding into a repeatable, personalized selling framework. Your own psych-infused process — built around how you think, who you serve, and what actually moves your specific buyer.
Embodiment
Where the knowledge becomes lived. The way you hold a conversation, handle resistance, make an offer, and close — all reflecting how deeply you've internalized this work. This is where the certification becomes a practice.
The Science & The Seller. Together.
Buyer Psychology
- The cognitive triggers behind every buying decision
- How identity and desire drive premium purchases
- The trust sequence every buyer needs before they invest
- What objections are actually communicating — and what to do
Seller Identity
- The beliefs that cause you to discount or collapse under pressure
- The conviction required to hold your price with zero apology
- The capacity to guide a conversation without controlling it
- The embodiment of someone who sells from service, not scarcity
Because this certification is not about choosing between strategy and identity. I believe they are inseparable. A great sales process in the hands of someone who doesn't trust themselves will still fall apart. That is why we do both.
Everything you need to become a certified psych-infused seller.
Psychology Curriculum
8 modules covering behavioral science, cognitive triggers, and neuroeconomics. Built to be understood and applied immediately to real conversations.
Live Coaching Calls
Bi-weekly calls where we apply the framework to your real conversations, real objections, and real clients. This is where theory becomes practice.
Your Personal Framework
You leave with a fully built, personalized psych-infused selling process that reflects your voice, your offers, and your buyer. Not a template — a system.
Hot Seat Sessions
Bring your real sales conversations into the room. We diagnose what's happening, identify the upstream problem, and build your capacity to handle it.
Community Access
Proximity to a room of sellers doing this work at the same level. The caliber of thinking inside this community is part of the offer.
Your Certification
Complete the program and earn your official Psych-Infused Selling Certification — a credential you can feature across your marketing and brand.
Real sellers. Real results.
Real psychology at work.
Since hiring Kieva 6 weeks ago, I've hired 6 new clients and added multiple 4 figures to my monthly recurring revenue. Kieva also gave me the confidence to burn down aspects of my business that were no longer serving me, and build a business that I love. I can't recommend Kieva's work enough!
Before working with Kieva, I dreaded selling. I felt awkward every time I made an offer, and my launches were unpredictable. After implementing her behavioral frameworks, my last launch generated my highest return to date, and it felt calm, strategic, and aligned. I finally understand why people say yes, and that knowledge completely changed my confidence.
I used to have random income spikes followed by stressful dry months. Within six months of applying Kieva's decision-design approach, my revenue stabilized enough that I hired my first full-time team member. I no longer feel like I'm guessing in my business. Sales feel engineered, not accidental.
I was one of those "I hate selling" entrepreneurs. I thought I just wasn't cut out for it. Kieva's methodology reframed everything. Once I understood buying as behavior instead of persuasion, I actually started enjoying the sales process. I don't feel pushy — I feel powerful. And my conversions have increased exponentially.
After restructuring my offers using her frameworks, I increased my average client value by 35% without raising my workload. That shift allowed me to hire a VA and a marketing assistant. The best part? I'm not chasing people anymore. My sales conversations feel intentional and grounded in trust.
Kieva didn't just help me make more money — she changed how I see myself as a business owner. I went from underpricing and overexplaining to confidently holding premium rates. In the last year, I've crossed into consistent five-figure months, hired support, and actually enjoy selling. I finally feel like a CEO, not a hustler.
Once you understand buyer psychology at this depth, you cannot unsell from that place again.
That is the transformation this certification is designed to create. Not a better close rate — a fundamentally different relationship with the selling conversation. One where the yes emerges from clarity rather than pressure.
Some people will read this page and feel curious. Others will feel something else entirely.
A quiet recognition that they have been circling this work for a while now.
They can feel that the way they've been selling doesn't match the depth of what they know. That there's a version of them in a sales conversation who is fully present, fully grounded, and completely unattached to the outcome — because they trust the process that completely.
When that realization arrives, it becomes difficult to un-know it.
If that is the place you find yourself standing, there's a good chance you are exactly the kind of seller this certification was built for. You've invested in yourself before. You take the work and you run. You are building toward something real — and you are ready for the understanding that makes it all make sense.
If this resonates — you belong inside.
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