How high-performers overcome customer indecision

The Marketing Podcast with Matt Dixon

In this episode of the Duct Tape Marketing Podcast, I interview Matt Dixon. Matt is a founding partner of DCM Insights, a customer understanding lab. He is also a regular contributor to the Harvard Business Review with over 20 print and online articles to his credit. His first book, The Challenger Cell, sold over a million copies worldwide and was a #1 Amazon and Wall Street Journal bestseller. He has a new book launching in September 2022 — The JOLT Effect: How High Performers Overcome Customer Indecision.

Key takeaways:

In sales, the worst thing you can hear from a customer is “no”. It’s “I need to think about it.” Traditional sales advice tells you to redouble your efforts to sell a buyer by choosing you and your business. Turns out, what was tried and true in the past no longer works.

In this episode, Matt Dixon, founder of DCM Insights and best-selling author, joins me to talk about the growing problem of customer indecision and a new approach that turns conventional wisdom on its head. After extensive research and millions of conversations with high-performing sales reps, Matt discovered that only by addressing the customer’s fear of failure can you commit to verbally pulling the trigger on undecided buyers. We dive into ideas from his playbook that will help any salesperson or sales leader who wants to close the gap between customer intent and action — and close more sales.

Questions I ask Matt Dixon:

  • [1:44] Can you talk a little about the research you did to prepare for the JOLT effect?
  • [4:18] Why is indecision such an important selling point?
  • [5:44] Your research suggests that old ways of approaching indecision may not be the most productive methods – can you talk about that idea?
  • [9:02] Does indecision look a lot like the status quo?
  • [11:38] Would you say that part of the indecision of the past is figuring out how to dial back the fear of buying?
  • [15:03] Do you run the risk of turning off the cliche trial at this step?
  • [16:59] Are you suggesting you dilute the options for customers and not lead with all the bells and whistles and possibilities?
  • [20:03] We’ve done the first half of the JOLT procedure — can you unpack that acronym LT?
  • [22:26] Does the T in JOLT give the prospect a safety net or that sort of last-ditch thing?
  • [25:20] Where can people learn more about you and your work and pick up a copy of your new book?

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