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The Sales Evangelist

On today’s episode of The Sales Evangelist, our host, Donald Kelly, talks with Matt Dixon about how top performers overcome customer indecision. At the beginning of the pandemic, sales went entirely virtual overnight. Matt, and his team, studied 2.5 million recorded sales calls to answer the questions: what possesses a customer to go through an entire sales process and then not follow through, and what do the best salespeople do to avoid that happening to them? The answer is the JOLT effect.

What do most salespeople do when customers get cold feet?

  • Many salespeople are taught that the reason this happens is that you haven’t beaten their status quo. 
  • They dial up the FOMO. Matt found that this increases the odds that the customer will do nothing. 

Two reasons that the deal could be lost to no decision

  1. The customer still feels the pull of the status quo and they believe what they are currently doing is good enough. They don’t see that switching to your product is a better alternative. 
  2. They are indecisive about changing the status quo. They don’t know what to pick, they feel a lack of information, or they feel like they won’t get what they are paying for. 

How do you overcome customer indecisiveness? The JOLT effect

  • During Matt’s study, he found that there are four behaviors that high performers use to get customers unstuck. The acronym JOLT. 
  • Judging the level of indecision. The best salespeople use a technique of pings and echoes. 
  • Offering a recommendation. If everything looks good, then doing nothing seems like the best option. The best salespeople narrow the options and then recommend to the customer what they believe would be best. 
  • Limiting the exploration. When the customer asks for more information it may feel like the customer is making progress. Beyond a certain point, the customer is engaging in analysis paralysis. To limit their exploration you need them to trust you and consider you the expert. 
  • Taking risks off the table. Manage expectations early on and then give them a safety net. 


Sponsorship Offers

  • This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

  • This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.

  • This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.


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About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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