40-60% of deals are lost due to no decision. 

This is typically after a purchase journey with you, demos, legal - the whole lot, and they still don’t make a decision. 

Taking a large amount of time on both sides.

They have stated the status quo is not good enough, but nothing ends up happening. 

You need 2 playbooks - one for the status quo and one for no decision. 

Too many salespeople dial up the FOMO of missing out. 

84% of the time, using this technique will kill the deal.  

This is why you need a no-decision playbook. 

Matt walks us through the three fears of no decision.

1. Fear of not knowing what to buy
2. Fear of not having enough homework 
3. You might not see the benefits 

And how to overcome them.  

Laid out in the name of the book - The Jolt effect. 

Judge = Judging the level of indecision. 

Offer = Offering your recommendation. 

Limit = Limit the exploration. 

Take = Take the risk off the table.

Matthew Dixon is the Wall Street Journal bestselling author of three of the most important business books of the past decade: The Challenger Sale, The Effortless Experience, and The Challenger Customer. He is also a frequent contributor to Harvard Business Review on sales and customer experience. 

He is a founding partner of DCM Insights, a boutique consultancy focused on using data and research-backed frameworks to help companies attract, retain, and grow their customers. Previously, he has held numerous global leadership roles at organizations like Tethr and Korn Ferry Hay Group, as well as the research firm CEB (now Gartner). 

He is a sought-after speaker and advisor to management teams around the world, including many of those in the Fortune 500

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