# The Jolt Effect: How High Performers Overcome Customer Indecision - Hardcover

by **Matthew Dixon** (Author), **Ted McKenna** (Author)

**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.

### Author Biography

**Matthew Dixon** is the _Wall Street Journal_ bestselling author of three of the most important business books of the past decade: _The Challenger Sale_, _The Effortless Experience_ and _The Challenger Customer._ He is also a frequent contributor to _Harvard Business Review_ on sales and customer experience. He is a founding partner of DCM Insights, a boutique consultancy focused on using data and research-backed frameworks to help companies attract, retain and grow their customers. Previously, he has held numerous global leadership roles at organizations like Tethr, Korn Ferry Hay Group as well as the research firm CEB (now Gartner). He is a sought-after speaker and advisor to management teams around the world, including many of those in the Fortune 500.

**Ted McKenna** is an accomplished sales and customer experience researcher whose work has appeared in the pages of _Harvard Business Review._ He is a founding partner of DCM Insights, a boutique consultancy focused on using data and research-backed frameworks to help companies attract, engage, retain, and grow customer relationships. Prior to co-founding DCMi, Ted has held numerous executive leadership positions in product, strategy, research, advisory, and enablement for Tethr, Russell Reynolds, and CEB (now, Gartner). His most recent work focused on mining unstructured conversational data using advanced data science and leading AI/ML tools to build models, scores, and behavioral frameworks. Previous roles called for deploying syndicated research methods to mine more structured sources such as surveys, diagnostics, demographics, and jobs data. He is a sought-after speaker and advisor to sales and customer experience teams around the world.

**Number of Pages:** 256

**Dimensions:** 1.1 x 9 x 6.1 IN

**Illustrated:** Yes

**Publication Date:** September 20, 2022

## Details

- **Price:** 31.0 USD
- **Vendor:** Books by splitShops
- **Type:** Books
- **Tags:** Books by splitShops, Shopify Collective

## Variants

| Variant | Price | Available |
|---------|-------|-----------|
| Default Title | 31.00 USD | In stock |

## Images

- The Jolt Effect: How High Performers Overcome Customer Indecision - Hardcover

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