The JOLT Effect How High Performers Overcome Customer Indecision

by Matthew Dixon, Ted McKenna

2022

Forget convincing buyers they'll succeed; this research reveals their true fear: failure. High-performing salespeople intuitively understand this, shifting from selling benefits to mitigating risks. This data-driven guide, based on millions of sales calls, offers a counterintuitive framework to help you move hesitant customers from thinking about a purchase to making it. Essential reading for anyone aiming to bridge the gap between intent and action.

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Consumer Behavior