A paradigm-shifting strategy for overcoming consumer uncertainty and closing more sales, from the No. 1 bestselling co-author of The Challenger Sale. The worst thing a consumer may say in a sales situation isn't "no." I need to give it some thought. When this occurs, conventional business wisdom advises stepping up your attempts to convince a buyer of all the benefits they would receive from picking you and your company. However, this strategy fails miserably. Why? Because it utterly misunderstands the main factor influencing purchasing decisions: after purchase intent has been established, clients are no longer concerned about winning. They care more about success than failure. Sales expert Matthew Dixon has been dispelling persistent business fallacies for years. In his new book, The JOLT Effect, he and co-author Ted McKenna apply their distinctive analysis and most recent research to the crucial and expanding issue of customer indecision and present a startling new strategy that challenges accepted wisdom. Based on a recent, groundbreaking study of more than 2.5 million sales conversations from various industries, they demonstrate the startling truth that high-performing sales reps understand but their average-performing peers do not: the only way to convince hesitant customers to move from verbally committing to actually taking action is by addressing their fear of failure. Packed with robust data, counterintuitive insights, and practical guidance, The JOLT Effect is the playbook for any salesperson or sales leader who wants to close the gap between customer intent and action?and close more sales.