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The Jolt Effect
by Ted McKenna and Matthew Dixon
Published: 2022
Recommended by Charlie Coulange
Categories: sales, leadership
Why should you read it?
The book reveals that the biggest sales killer today isn't competition, it's indecision. In the channel, that shows up as stalled partner recruitment, delayed MDF usage, or partners hesitating to sell new offers because they fear failure or risk. Understanding the psychology behind indecision helps channel leaders coach partners through it.
What is the book about?
It's a playbook for influencing human behavior in complex, risk-averse ecosystems. Drawing on millions of sales conversations, the authors show how to overcome buyer indecision through the JOLT framework: judging the level of indecision, offering a clear recommendation, limiting unnecessary exploration, and taking risk off the table.
Best takeaway
That you need to be willing to break the status quo, and be an advisor for your customers, understand that winning in sales today means being a "confidence coach" and not a "convincing persuader."
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