#86: From Radio Silence to YES: The JOLT Effect with Matt Dixon

Winning the Challenger Sale

A seller’s greatest enemy? It’s not “no.” It’s “We’ll see.”
The average seller loses between 40% and 60% of their qualified pipeline to no decision. Matt Dixon, founding partner of DCM Insights and co-author of The Challenger Sale, The Effortless Experience, and The Challenger Customer. Matt and his co-author analyzed 2.4 million sales calls over the course of 18 months, which they turned into the definitive guide to overcoming customer indecision — The JOLT Effect.
They dove into the underpinnings of no-decision losses, uncovering exactly how they happen and the surprising approaches that top-performing sales professionals take to shift customers out of hesitation and into action...
In this bonus episode, Matt joins us to talk about what The JOLT Effect uncovered about buyer psychology and intent, the role fear of failure plays in customer indecision, and how sales teams can employ the JOLT Effect to push customers past their fear of failure to an unqualified yes.
We discuss:

• The three major drivers behind the fear of failure that leads to no-decision losses (and how the JOLT process can help mitigate them)
• Creating flexible, shared decision-making for buyers while taking inaction off the table
• Counterintuitive habits that set high performers apart from the rest