E154 - The JOLT Effect: How High Performers Overcome Customer Indecision featuring Matt Dixon

In this episode of Tech Sales Insights, Randy Seidl is joined by Matt Dixon, the founding partner at DCM Insights, to delve into the captivating world of Challenger sales and explore the profound insights from Matt's latest book, "The Jolt Effect: How High Performers Overcome Customer Indecision." They discuss the evolution of sales strategies, the impact of the pandemic on decision-making, and the crucial moments that define successful sales interactions.

KEY TAKEAWAYS

• Challenger Sales Evolution: Understand the genesis of Challenger sales during the global financial crisis and its continued relevance in transforming sales approaches.
• The Jolt Effect: Explore the story behind Matt's latest research, which unravels the challenges of customer indecision, particularly after initial interest, and how high performers navigate this critical phase.
• Sales in the Virtual World: Examine the shift to virtual sales environments, accelerated by the COVID-19 pandemic, and the unique opportunities and challenges it presents.
• The Two Acts of Sales: Recognize that sales is a two-act play — first, sparking customer interest and then addressing the indecision that arises after the initial commitment.
• Overcoming Overloads: Dive into the three major sources of indecision - too many options, information overload, and expectations overload - and learn how top performers navigate these challenges.
• Decision-Making in a Downturn: Explore how the current business landscape, including economic uncertainties and the aftermath of the SaaS reckoning, contributes to heightened indecision among customers.
• Startup Challenges: Discuss the difficulties faced by startups in breaking into the market due to a lack of track record, customer references, and airtight ROI guarantees.

QUOTES

• "Sales is really a two-act play. The first act is getting the customer interested, answering the 'why change' question. The second act is dealing with the cold feet moment in the sale, navigating indecision after initial interest."
• "The best salespeople excel at putting their figurative arm around the customer's shoulders, instilling confidence, and saying, 'You're making a great decision. We've got your back.'"
• "We're doing this to ourselves - offering more options, information overload, and ambitious promises. These amplify customer indecision, making even normally decisive people behave indecisively."

Find out more about Matt Dixon through the links below:

• LinkedIn: https://www.linkedin.com/in/matthewxdixon/

This episode of Tech Sales Insights is brought to you by: 

• Sales Community: https://www.salescommunity.com/
• Sandler: https://www.sandler.com/