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 analysis 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 study of more than two and a half million sales conversations, they reveal a surprising truth: only by addressing the customer's fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger.
About the book
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 analysis 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 study of more than two and a half million sales conversations, they reveal a surprising truth: only by addressing the customer's fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger.