About the Book

Help your team avoid "No Decision" losses
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From the bestselling co-author of The Challenger Sale, a paradigm-shattering approach to overcoming customer indecision and closing more sales.

In sales, the worst thing you can hear from a customer isn’t “no.” It’s “I need to think about it.” When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business. But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding. What they really care about is not failing....

For years, sales expert Matthew Dixon has been busting longstanding business myths. Now in The JOLT Effect, he and co-author Ted McKenna turn their trademark analysis and latest research to the vital and growing problem of customer indecision—and offer a shocking new approach that turns conventional wisdom on its head. Drawing on a brand-new, first-of-its-kind study of more than two and a half million sales conversations from across industry, they reveal the surprising truth that high-performing sales reps grasp and their average-performing peers don’t: only by addressing the customer’s fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger.

Packed with robust data, counterintuitive insights, and practical guidance, The JOLT Effect is the playbook for any salesperson or sales leader who wants to close the gap between customer intent and action—and close more sales.

JOLT Effect News

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Harvard Business Review

Matt Dixon and Ted McKenna write about what makes customer indecision so dangerous and lay out the "JOLT method" to overcome indecision and grow businesses.

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Forbes Article: JOLT Effect

Tethr's CEO Robert Beasley shares why sales teams should talk to indecisive customers differently.

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How do you change indecisive prospects into buyers?

Matt Dixon writes about an unexpected reason why some potential purchasers sit on the fence rather than commit.

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The best way to get a customer off the fence? Get to know them.

Matt Dixon shares the surprising findings of how high performing sellers judge the level of buyer indecision.

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Winning by Design + The JOLT Effect

Jacco van der Kooij talks with Matt Dixon about how Winning by Design is partnering to bring JOLT Effect solutions around buyer indecision.

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The Sales Enablement Brew

Ted McKenna sits down with Carly Lehner and Malvina El-Sayegh on how to deal with customer indecision and the fear of messing up in the current economic environment

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Aaron Evans Sales Training

In an interview with sales enablement influencer Aaron Evans, Matt Dixon explains how to avoid "Think it Overs" with potential customers.

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Why Sales Stall and How to Fight Back

Salespeople spend valuable time on conversations that lead to dead ends because customers can't decide. So how do you navigate a conversation with a buyer in a way that can help them avoid analysis paralysis or other forms of indecision?

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A Talk on the Buyer Side

Host Kevin Dixon is the founder of Boxxstep, a platform that aligns "the selling with the buying." This podcast gives a sneak peek of The Jolt Effect.

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Sales Intelligence Weekly Podcast

Sales Intelligence is the global leader in Win Loss and Customer Experience Analysis. With podcast host Ryan Cueller, Matt Dixon discusses how to predict no-decision deals.

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Kevin Legg Interview

Matt Dixon sits down with Kevin Legg, founder of the business skills company SAGE. They discuss customer indecision and other ideas behind The JOLT Effect.

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