Between 40% and 60% of deals are lost due to clients or prospects making no decision. So, how do you get them to make a decision? One way or the other? You need to JOLT them into one. In this episode, I am joined by Ted McKenna, co-author of The JOLT Effect and co-founding Partner of DCMinsights. Ted McKenna is an accomplished sales and customer experience researcher whose work has appeared in the pages of Harvard Business Review. He is a founding partner of DCM Insights, a customer understanding lab focused on using data and research-backed frameworks to help companies attract, engage, retain, and grow customer relationships. Prior to co-founding DCMi, Ted held numerous executive leadership positions in product, strategy, research, advisory, and enablement for Tethr, Russell Reynolds, and CEB (now, a part of Gartner). We break down what The JOLT Effect is. The book is based on a large-scale study of millions of sales conversations that revealed the key difference between high-performing and average-performing sales reps: the ability to address the customer’s fear of failure. The book explains why customers often hesitate to buy even when they have a clear intent and how sales reps can use a technique called JOLT - Judging the indecision, Offer your recommendation, Limiting the exploration, Take risk off the table - to create a sense of urgency and confidence in the customer’s decision. Tune in to learn how you can unlock buyer indecision.  You can learn more here >>> https://www.jolteffect.com/  Follow Ted on LinkedIn >>> https://www.linkedin.com/in/ted-mckenna/