Overcoming Customer Indecision and Challenging Conventional Sales Wisdom with Matt Dixon

Positioning with April Dunford

Today I’m joined by renowned author and guest, Matt Dixon. We explore the concepts from his groundbreaking book, "The JOLT Effect," and uncover the secrets to winning deals and captivating customers. Matt shares how extensive research debunked a myriad of popular sales techniques, including dialing up FOMO and letting the customer do the talking. We talk about how downplaying impact can actually boost your sales, no decision losses and why they happen, why you should avoid discounts and limited-time offers, and specific tactics to improve your first-call deck. Join us as we challenge conventional sales wisdom and offer fresh perspectives that will leave you questioning everything you thought you knew about successful sales strategies.

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In This Episode, I Cover:

(00:00) Welcome to the Positioning Show

(00:15) About our guest Matt Dixon and his new book, The JOLT Effect

(03:01) Behind the research for Matt’s book

(8:00) Lessons on customer indecision

(09:48) How dialing up FOMO increases the odds of losing the deal

(12:27) Two reasons why no decision losses happen

(15:58) The JOLT effect

(19:46) Why your sales reps should offer specific recommendations

(24:03) Why you should actually undersell the impact of your product

(27:18) Debunking the myth that customers should do most of the talking

(31:00) Discounts and limited-time offers

(33:51) First-call deck recommendations

(37:35) Matt’s company, DCM Insights, and how to get in touch

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Where to Find Matt Dixon:

Website: https://www.dixonspeaks.com/

LinkedIn: https://www.linkedin.com/in/matthewxdixon/

Twitter: https://twitter.com/matthewxdixon

Instagram: https://www.instagram.com/matthewxdixon/

Where To Find April Dunford:

Podcast Website: https://www.positioning.show/

Personal Website: https://www.aprildunford.com/

LinkedIn: https://www.linkedin.com/in/aprildunford/

Instagram: https://www.instagram.com/aprildunford/

Twitter: https://twitter.com/aprildunford

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Referenced:

• The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results: https://www.amazon.com/Challenger-Customer-Selling-Influencer-Multiply/dp/1591848156

• The JOLT Effect: How High Performers Overcome Customer Indecision: https://www.amazon.com/dp/0593538102

• Tethr: https://tethr.com/

• The Dreamforce Conference: https://www.salesforce.com/dreamforce/

• DCM Insights: https://www.dcminsights.com/

• The JOLT Effect website: https://www.jolteffect.com/

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