Most lost deals aren't lost to a competitor.
They're lost to a customer who wanted to buy and couldn't bring themselves to decide. The JOLT Effect is the research that explains why — and the playbook high performers use to move buyers past hesitation.
of deals are lost to customer indecision rather than to a competitor.
of those losses come from fear of messing up — not from a preference for the status quo.
of the time, sellers misread a fear-based objection as a value-based one — and make the indecision worse.
the win rate for sellers using the JOLT method, compared to average performers.
How indecisive is your buyer?
The Indecision Gauge measures where a live deal sits on the indecision spectrum, so you can qualify — or disqualify — before it stalls. One of six free tools from the book.
Where do you want to start?
The research is free to read. Everything past that depends on whether you're doing this yourself or rolling it out across a team.
Teams Putting the Research to Work
Who's behind the research
The JOLT Effect is based on a study of 2.5 million recorded B2B sales conversations, conducted by Matt Dixon and Ted McKenna. Dixon is also the co-author of The Challenger Sale, The Challenger Customer, and The Effortless Experience.
That research is delivered to sales organizations by SellingInnovations, which Dixon and McKenna co-founded with Dave Anderson and Rory Channer.
SellingInnovations was spun off from DCM Insights and focuses exclusively on B2B sales. The two remain sister companies under shared ownership. Readers who see DCM Insights referenced in the book are looking at the same research and the same people.
Losing deals to "no decision"?
Tell us where deals are stalling and we'll point you at the right starting place — or tell you if none of this is what you need.
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