About This Book
The biggest obstacle in sales isn't rejection — it's the customer who says "I need to think about it."
Matthew Dixon, co-author of The Challenger Sale, and Ted McKenna analyzed more than two and a half million sales conversations to uncover why conventional closing tactics backfire with indecisive buyers. Their finding cuts against decades of received wisdom: once a customer has established purchase intent, they stop thinking about winning and start fearing failure. The JOLT Effect lays out a research-backed method for neutralizing that fear — and turning verbal commitments into closed deals.
For sales professionals and leaders tired of losing deals that were never really "no," this book reframes the entire late-stage conversation. It's not about applying more pressure or building a stronger value case — it's about understanding what's actually keeping buyers stuck.