Book · 240 pages

The JOLT Effect: How High Performers Overcome Customer Indecision

Matthew Dixon and Ted McKenna · jolteffect.com Paid Advanced

Built on 2.5 million recorded sales conversations, this is the evidence that most no-decision losses are fear of getting it wrong rather than love of the status quo, and that pushing harder on pain makes those deals worse.

Open on jolteffect.com ↗

The question it answers

  1. A big share of our losses are to nobody at all. How do the best companies write and sell against doing nothing?

Read with it

  1. The operational half of taking on an incumbent: timing outreach to renewal windows, mining review sites for the buyer's own... MarketBetter Article · 22 min read How to Run a Competitive Displacement Campaign: The Complete Playbook for Winning Deals From Incumbent Vendors MarketBetter Team
  2. The free summary that separates status quo bias from indecision and gives you the four moves for the second one, including... Challenger Article · 9 min read How to Overcome Customer Indecision Using the JOLT Effect Approach Challenger
  3. Podcast · 57 min Matt Dixon Explains the JOLT Effect | How to Avoid "Think it Overs" with Potential Customers! Matt Dixon
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