In sales, the worst thing you can hear from a customer isn't "no." It's "I need to think about it." In The JOLT Effect, sales expert Matthew Dixon and co-author Ted McKenna turn their trademark analysis and latest research to the vital and growing problem of customer indecision - and offer a shocking new approach that turns conventional wisdom on its head. Drawing on a brand-new, first-of-its-kind study of more than two and a half million sales conversations from across industry, they reveal a surprising truth: only by addressing the customer's fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger. Packed with robust data, counterintuitive insights, and practical guidance, The JOLT Effect is the playbook for any salesperson or sales leader who wants to close the gap between customer intent and action-and close more sales.