90: The Hidden Factor Behind 60% of Lost Sales (The JOLT Effect Method) | Matt Dixon
Matt Dixon, bestselling author of The Challenger Sale and The JOLT Effect, has spent decades studying what separates good salespeople from great ones. In this data-driven episode, Damon Lembi sits down with Matt to unpack why today’s buyers are stalling more than ever—and how sales leaders can turn “maybe later” into “yes.”
Read the full breakdown of Matt Dixon’s episode on Learnit.
Key Leadership Lessons from Matt Dixon’s Research:
FOMU is the new FOMO. Today’s buyers aren’t afraid of missing out - they’re afraid of messing up. Great salespeople know how to de-risk the decision.
Top performers reduce pressure, not apply more. Using the “JOLT” framework, they coach customers through indecision with empathy and precision.
Dangerous honesty builds dangerous trust. Being real - about risks, fit, and value - helps hesitant buyers feel safe moving forward.
Connect with Matt Dixon:
Website: JOLTeffect.com
DCM Insights: dcm-insights.com
LinkedIn: Matt Dixon
Books:
A trusted advisor to Fortune 500 teams and contributor to over 20 Harvard Business Review articles, Matt helps organizations master sales, service, and customer experience through deep behavioral research.
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