The JOLT Effect Quotes

“The omission bias helps explain why a customer who states their intent to abandon the status quo may still end up in a state of indecision, worrying over whether to take action. But it doesn’t, in and of itself, explain what errors customers are so fearful of committing.”
― Matthew Dixon, The JOLT Effect: How High Performers Overcome Customer Indecision

“The rep seemed to have done everything right. He’d taught the customer about an unseen opportunity that only the company’s solution could address. He’d helped them execute a successful proof of concept that won over the technical users in the organization. He’d managed to convince a skeptical buying committee—proving the ROI of the solution and defending the company’s unique differentiators and value proposition. His buyer told him that they were ready to move forward. But then, suddenly, the deal went cold.”
― Matthew Dixon, The JOLT Effect: How High Performers Overcome Customer Indecision