The Jolt Effect

1. Customer indecision, not the status quo, is the biggest obstacle to sales

Customers, it turns out, are much less worried about missing out than they are about messing up.

The inaction paradox: Conventional sales wisdom focuses on overcoming the customer's status quo, but research reveals that 56% of deals lost to inaction are due to customer indecision, not preference for the status quo. This counterintuitive finding challenges long-held beliefs in sales strategy.

Prevalence and impact: Customer indecision appears in 87% of sales opportunities, either at moderate or high levels. As indecision increases, win rates plummet dramatically:

• Low indecision: 45-55% win rate
• Moderate indecision: 25-30% win rate
• High indecision: Below 5% win rate

Root causes: Indecision stems from three main sources:

1. Valuation problems: Difficulty choosing between seemingly equal options
2. Lack of information: Fear of not having done enough research
3. Outcome uncertainty: Worry about not realizing expected benefits

2. Indecision stems from fear of making mistakes, not fear of missing out

Customers are much more comfortable with missing out than they are with messing up.

Omission bias: Psychological research shows that people feel more regret for errors resulting from their actions (commission) than from inaction (omission). This explains why customers often prefer doing nothing, even when presented with clearly beneficial options.

Implications for sales: Traditional sales tactics that focus on creating fear of missing out (FOMO) or emphasizing the "pain of same" are ineffective against indecision. In fact, these approaches can backfire by increasing customer anxiety and reinforcing their tendency to avoid action.

Shift in approach: To overcome indecision, salespeople must shift from proving how customers will succeed by purchasing to convincing them they won't fail. This requires a fundamentally different set of skills and techniques than those used to overcome the status quo.

3. The JOLT method: A new playbook for overcoming customer indecision

JOLT is the best way to win more business in the face of customer indecision, representing a hugely important new playbook for salespeople, sales managers, and sales leaders.

JOLT defined: The JOLT method consists of four key behaviors that high-performing salespeople use to navigate and overcome customer indecision:

1. Judge the indecision
2. Offer your recommendation
3. Limit the exploration
4. Take risk off the table

Effectiveness: When sellers use JOLT behaviors, they go from an 84% probability of a bad outcome to a 70% probability of a good one. JOLT sellers maintain significantly higher win rates across all levels of customer indecision compared to average performers:

• Low indecision: 70% vs. 39%
• Moderate/high indecision: 57% vs. 26%
• Highly indecisive customers: 31% vs. 6%

Versatility: The JOLT method is effective across various sales environments, including inbound and outbound channels, simple transactional sales, and complex B2B solution sales.

4. Judge the indecision: Qualify opportunities based on decision-making ability

I always know exactly what I want.

Beyond traditional qualification: High performers qualify opportunities not just on external criteria (e.g., budget, authority, need, timeline) but also on the customer's ability to make decisions. This allows them to:

1. Disqualify hopelessly stuck customers
2. Understand how much to lean into their indecision playbook
3. More accurately forecast deals

Indecision scorecard: To assess a customer's level of indecision, evaluate four dimensions:

1. How they search for and consume information
2. How they evaluate alternatives
3. Whether they're content with "good enough"
4. The nature of their delay tactics

Red flags: Be wary of customers who:

• Exhibit "analysis paralysis" or excessive "backtracking"
• Struggle to explain their vendor selection criteria
• Display "maximizer" tendencies, always seeking the perfect option
• Use decision avoidance tactics rather than simple procrastination

5. Offer your recommendation: Simplify choices for hesitant customers

Here's what I would do if I were you.

The paradox of choice: Excessive options can overwhelm customers and lead to indecision. While choice is initially appealing, it becomes problematic as the decision point nears.

Proactive guidance: High performers shift from a reactive posture (asking what the customer wants) to a proactive one (telling them what they need). This approach can improve win rates by 144%.

Personal advocacy: Going beyond general recommendations to offer personal advocacy (e.g., "Here's what I would do if I were you") can lift win rates by 74%.

Combining techniques: Using both proactive guidance and advocacy together can boost win rates to 48%, compared to just 13% when neither technique is used.

6. Limit the exploration: Control information flow to prevent analysis paralysis

I always want my customers to see me as the source of information and a subject matter expert.

Own the flow of information: Establish yourself as a subject matter expert and trusted guide. High performers:

• Rely less on bringing in other internal experts
• Proactively suggest curated external information sources
• Invest time in developing deep product and market knowledge

Anticipate needs and objections: Address unstated concerns before they become roadblocks. Techniques include:

• Offering preemptive rebuttals
• Practicing active listening for signs of "implicit non-acceptance"
• Demonstrating comfort with tension and disagreement

Practice radical candor: Be willing to tell customers when their requests for information are unproductive. High performers:

• Probe for the real reasons behind information requests
• Recommend more efficient ways to address concerns
• Are comfortable admitting when they don't know something

7. Take risk off the table: De-risk the purchase decision to boost confidence

If you decide later that you're not getting the value you expected out of the service, it's free to cancel at any time.

Set realistic expectations: Focus on "believable impact" rather than pushing unrealistic ROI projections. This technique alone can improve win rates from 20% to 51%.

Offer downside risk protection: Provide creative "safety net" options to give customers confidence. Examples include:

• Money-back guarantees or cancellation windows
• Detailed project plans with milestones and KPIs
• Professional services support
• Creative contracting (e.g., carve-outs or opt-out clauses)

Start smaller: Counterintuitively, selling less upfront can lead to more sales over time. Proactively suggest starting with a smaller package or implementation to build trust and prove value.

8. Become a "buyer's agent" to build trust and overcome the agency dilemma

When a customer is stuck, they aren't likely to get unstuck without the sales rep's help.

Shift in mindset: Once purchase intent is established, JOLT sellers stop selling to the customer and start buying for them. They become a trusted partner helping the customer work through their indecision.

Overcoming the agency dilemma: To establish trust and credibility, high performers:

• Suggest not overbuying when appropriate
• Offer positive feedback on competitor offers
• Admit product limitations or future roadmap items
• Openly acknowledge when they don't know an answer

Make "yes" the easiest choice: By establishing trust and demonstrating expertise, JOLT sellers earn the right to confidently ask for the business, positioning "yes" as the default option.

9. JOLT improves both win rates and long-term customer loyalty

JOLT-ing customers past indecision reduces customer effort, enriches the customer experience, and significantly improves the odds of building long-term, loyal customer relationships.

Reducing customer effort: JOLT behaviors significantly decrease the perceived effort in the sales process. As effort levels decrease, win rates increase dramatically:

• High effort: 9-26% win rate
• Moderate effort: 9-40% win rate
• Low effort: 40-90% win rate

Preventing post-decision dysfunction: By addressing customer fears and instilling confidence, JOLT reduces the likelihood of:

• Excessive worrying about the decision
• Continued checking and research after purchase
• Decision instability (changing mind or backing out)

Long-term impact: JOLT not only improves initial win rates but also sets the foundation for stronger, more loyal customer relationships by reducing buyer's remorse and increasing satisfaction with the purchase decision.

10. Develop JOLT-capable sales teams through hiring and training

JOLT skills are entirely observable and easier to adopt than you might think.

Hiring for JOLT: When recruiting, look beyond traditional sales experience:

• Consider candidates with customer success backgrounds
• Look for those with multidisciplinary experience
• Evaluate past performance in high-indecision moments
• Use interviews and role-plays to assess JOLT capabilities

Training existing teams: Developing JOLT skills in current salespeople requires:

• Counteracting long-held instincts from conventional sales training
• Focusing on the choices reps make to increase or reduce buyer fear
• Positioning JOLT as a complementary "booster" to existing sales methodologies

Manager involvement: Sales managers play a critical role in JOLT adoption:

• Model JOLT behaviors in their own customer interactions
• Coach reps on identifying and overcoming customer indecision
• Use technology to observe and measure JOLT behavior at scale
• Facilitate idea-sharing and best practice development among team members

Last updated: February 4, 2025