How To Move Indecisive Customers With The JOLT Effect

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1. 28:03

   There's this dimension that Jen brought in around buying committees. I think sometimes when people read The Jolt Effect and they hear podcasts or they're on webinars like these, I think they sometimes ask a question like, this is interesting from a single seller perspective and a single buyer perspective. “But what happens when that person's surrounded by a bunch of other indecisive people?” And this is interesting. So this is kind of jolt on multiple dimensions, meaning you've got to be able to understand what's making this person sitting across the table from you or on the other end of the Zoom from you, what is making them indecisive? But remember, you might be able to overcome that.

   In Buying committee and personas

2. 28:30

   what's making this person sitting across the table from you or on the other end of the Zoom from you, what is making them indecisive? But remember, you might be able to overcome that. But what happens when they go to the buying committee and their 12 colleagues show up and they're worried about all kinds of other stuff? “And so how do you equip them to overcome the indecision of the buying committee?” So it's a really, it's a very important dimension. By the way, quick forecasting tip. I learned this just the other day. When members of the buying committee join the Zoom and introduce themselves to each other and they don't actually know what, they've never met each other, add one month to the forecast and one month to the sales cycle.

   In Champion identification

3. 34:52

   the time and the place to do so. What we found is the best place to offer choice to your customer and options is at the trade show booth. Like when you're first interacting with the customer and on those first couple calls and when you're first showing the customer the solution, look, paint the art of the possible, “show them all the integration, show them all the partner, the partner ecosystem, show them” the different use cases. Let a thousand flowers bloom. Bloom. But as you move forward in the sale, if you want your customer to actually pick something, you've got to chalk the field and you have to narrow the consideration set. It's very clear that those customers who are presented with narrower choice sets are more likely to make a

   In Joint value proposition and messaging

4. 44:09

   It's just endless information consumption. For the average salesperson, that actually feels good, because it's customers engaged in the purchase process or engaged in the learning journey. And better yet, it gives you something to tell your manager at the next pipeline review. Oh, no, no, I got another reference call set up with these guys, right? “So there's something you can put into the CRM” and something you can tell your manager. But beyond a certain point, customers will start suffering from analysis paralysis. And you think they're getting closer decision, but they're actually moving farther away from a decision. Now, the key here is to understand why they're doing that. And the reason they're doing that is because they don't trust you

   In Customer reference programs

5. 48:07

   And you've got to demonstrate that on call. So be careful with your product partners because they will want to talk and they will want to go. I've done this to Jen on calls. I'm the product guy. Jen is slacking me or texting me like, shut up. I got to get to work. But product people love being helpful and they will go and it's bad news for you as a salesperson, “because again, you've got to be able to take control” and be seen as the quarterback in those conversations and have a modicum of expertise yourself. When you do that stuff, the customer suddenly realizes I don't need to know it all because I'm working with Jen and Jen is going to steer me the right way. She's totally honest. She's an honest broker with me and she knows her stuff. And when she doesn't,

   In Co-selling roles and handoffs

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