Keys to Overcoming Customer Indecision

Last Updated November 3rd, 2022

Matt Dixon, The JOLT Effect, Customer Indecision, The Customer Experience Podcast, DCM Insights, Challenger Sale, customer insights, sales performance, top salespeople, sales research, sales success, sales tips


Listen to “227. Keys to Overcoming Customer Indecision w/ Matt Dixon” on Spreaker.

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There’s a resounding yes. They’re bought in on the need to change and the need to buy. And then … there’s nothing.

Customer indecision drives between 40-60% of sales losses. But what’s behind this indecision? How can sales professionals to successfully convey that the juice of the pain point they’re solving and the solution they’re offering is worth the squeeze?

Today’s guest on the podcast is Matt Dixon. Matt is a Founding Partner at DCM Insights, a company that helps organizations better understand the changing landscape of customer behavior. He’s here today to share his discoveries about high performers who overcome customer indecision. Join us today as he peels back the layers of that indecision and why most sales professionals need more guidance in addressing the problems found in the customer status quo.

Matt is also the co-author of the exceptional new book, The JOLT Effect: How High Performers Overcome Customer Indecision, as well as modern classics like The Challenger Sale, The Challenger Customer, and The Effortless Experience.

Today Matt dives into customer indecision and the data behind it. There isn’t just one source of customer indecision — but three: evaluation problems, lack of information, and outcome uncertainty. He also talks about how sales professionals can identify and break down indecision to increase conversion rates and build better customer experiences, and the best moments to build trust in expertise.

Listen to the conversation and learn from Matt:

Where customer indecision comes from
What the causes, consequences, and outcomes of customer indecision are
Why it’s important to focus on customer needs
How sales professionals can overcome and break down customer indecision
What The Jolt Effect is



Keys to Overcoming Customer Indecision

Hear Episode 227 and every epsisode of The Customer Experience Podcast in your favorite podcast app:

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We also provide the full conversation here in these blog posts in an embedded, searchable player. The recording with Matt Dixon is right here …

Listen to “227. Keys to Overcoming Customer Indecision w/ Matt Dixon” on Spreaker.



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Video Highlights: Keys to Overcoming Customer Indecision

Check out the top five video highlights from the discussion with Matt Dixon


1. Customer Experience is The Counterpoint



2. Three Ways We Make Customer Indecision Worse



3. Drivers of Customer Indecision



4. Becoming a Trusted Advisor



5. Reducing Indecision Digitally


Links Related to This Conversation:



Other Episodes You’ll Enjoy:



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Ethan Beute | About The Author

Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business, Ethan Beute collects and tells stories of clearer communication, human connection, and higher conversion through simple, personal video messages. BA: University of Michigan. MBA: University of Colorado-Colorado Springs.

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