90: The Hidden Factor Behind 60% of Lost Sales (The JOLT Effect Method) | Matt Dixon

Release Date: Nov 12

‍Are Your Best Deals Dying in Indecision?

If your qualified sales opportunities mysteriously evaporating into “no decision” losses, even when customers seem sold on your solution, you’re not alone. Research shows 40-60% of qualified pipeline deals end this way, and that number is climbing to 70-80% in today’s uncertain environment.

In this eye-opening episode of “The Learn-It-All Podcast” Matt Dixon, renowned sales researcher and bestselling author of The Challenger Sale and The JOLT Effect, sits down with Learnit CEO Damon Lembi to share the groundbreaking results of having analyzed 2.5 million sales conversations. He reveals why traditional sales tactics increase the likelihood of “no decision” losses and introduces a revolutionary framework for helping hesitant customers move forward with confidence. Dixon explains why 87% of senior executives are more indecisive than they admit, how fear of failure trumps fear of missing out, and what top performers do differently to close deals others lose to analysis paralysis.

What You’ll Learn:

• Why focusing on FOMO (fear of missing out) backfires with modern buyers - they care more about FOMU (fear of messing up)
• The “delegation effect” - how top performers share the burden of decision-making risk with customers
• Why bringing in too many experts too early undermines the salesperson’s authority and trusted advisor status
• How “pre-buttals” - addressing objections before they're raised - build trust and demonstrate expertise
• The power of “dangerously honest” selling in building customer confidence
• Why professional services selling requires a completely different approach than product sales
• The psychological safety net created by executive sponsorship in major deals

About Our Guest:

Matt Dixon, Ph.D., is a leading global expert on sales and customer experience, known for his groundbreaking research that has revolutionized how organizations approach sales and service strategy. As founding partner of the research-driven consulting firm DCM Insights and author of multiple Wall Street Journal bestsellers including The Challenger Sale and The JOLT Effect, Matt has contributed over 20 articles to Harvard Business Review and advised hundreds of Fortune 500 executive teams on transforming their sales and customer experience approaches.  

Resources Referenced:

• The JOLT Effect: How High Performers Overcome Customer Indecision by Matt Dixon
• The Challenger Sale: Taking Control of the Customer Conversation by Matt Dixon
• JOLTeffect.com - Tools and resources
• DCM Insights Website
• What Today’s Rainmakers Do Differently “Sneak Peak” of upcoming The Activator Advantage
• The Activator Advantage (upcoming book, May 2025)
• Matt Dixon on LinkedIn

Want to Learn More?:  

• For more episodes on personal growth and success stories, subscribe to “The Learn-It-All Podcast.”‍
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• Visit learnit.com for additional resources and learning opportunities.

Podcast Contact Information:  

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• Email: podcast@learnit.com  
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