How many times have you been close to closing a sale when, suddenly, the customer hesitated, pondered and ended up not making a decision?
Indecision is one of the biggest enemies of sales teams, causing promising opportunities to be lost at the last minute. Whether due to too many options, conflicting information or fear of making the wrong decision, many buyers end up getting stuck at the most critical moment of the sales process .
That’s where the JOLT Method comes in, a strategy developed to help sales professionals turn indecision into confident decision-making.
In this article, we’ll explore how to apply this method to improve your conversion rates and drive results.
Who are the famous “undecided customers”?
Dealing with objections is part of the daily routine of any sales professional. However, one of the most difficult objections to map is indecision – and according to a study published in the Harvard Business Review , it is responsible for 40% to 60% of lost negotiations.
Indecisive customers are usually those who demonstrate an intention to purchase the product or service. Go through all the stages of the sales funnel and end up being indecisive at the most important moment: closing the sale.
This means that these customers used valuable company resources, such as the sales professional’s time, but did not generate a financial return, i.e. revenue .
But if these customers demonstrate a clear intention to purchase, what happens in the middle of this journey that makes them indecisive at the time of closing ?
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What are the main factors that lead customers to indecision?
Researchers Matthew Dixon and Ted McKenna, responsible for the research published in the Harvard Business Review, analyzed 2.5 million sales calls, whose insights were presented in the book “The Jolt Effect: How High Performers Overcome Customer Indecision” .
In the work, they identify three main reasons why customers are indecisive when faced with a purchasing decision:
1. Assessment problems
In an increasingly competitive market , consumers are faced with countless brand options and plan variations within the same service.
This wide range of choices makes it challenging hong kong whatsapp data for the customer to evaluate each product in detail, making it difficult to decide which option truly meets their needs at the moment.
2. Lack of information
In many cases, the customer does not find the essential information to support their purchasing decision, which can lead them to abandon the process.
Therefore, it is crucial to ensure that the most important big data marketing applications in digital marketing details about the product or service are clear and accessible, making it easier for the customer to resolve queries without having to resort to customer service.
3. Uncertainty about product efficiency
Investing in a product that doesn’t deliver what it promises is frustrating. In the B2B market , a wrong choice can impact the company’s cash flow and the credibility of the decision maker.
Therefore, it is essential to present proof of effectiveness, such as testimonials asia phone number from satisfied customers or the offer of free trials, to reinforce the buyer’s confidence at the time of decision.
Based on the study conducted and the reasons that lead a customer to indecision, Matthew Dixon and Ted McKenna developed the JOLT Method, aimed especially at dealing with objections from indecisive customers.
What is the JOLT Method?
The JOLT Method is a strategic approach developed to help sales professionals deal with customer indecision, effectively guiding them towards making a decision.
The term “JOLT” is an acronym that represents four fundamental steps:
- Judge the level of customer indecision – Understand the level of customer indecision;
- O ffer their recommendation – Offer recommendations
- Limit the exploration
- Take risk off the table – Take the risk off the table
Each stage was designed to practically address the main factors that lead customers to hesitate, helping them overcome the emotional and cognitive barriers that often hinder the purchasing process.
Dixon and McKenna found that by focusing on reducing uncertainty and increasing customer confidence, sales professionals can significantly improve their conversion rates.
Over the next few sections, we’ll detail how each of these steps can be applied to drive sales and prevent customer indecision from becoming a deal breaker.
How does the JOLT Method work?
As previously stated, the JOLT Method acts as a practical and structured tool to help sales professionals minimize customer indecision and safely guide them to the purchase decision.
Each step of the method addresses a common source of hesitation, and together, they form a powerful strategy for building trust and clarity throughout the sales process . Here’s how JOLT works in detail:
Judge the level of customer indecision – Understand the level of customer indecision
The first step is to understand the customer’s level of indecision. Top sales professionals qualify or disqualify opportunities not just based on the customer’s “ability to buy” but also on their “ability to decide.”
From the very first interaction in the sales process, they are actively probing and listening for signs of indecision that could derail a deal.
If a customer seems only moderately indecisive, they may see the opportunity to close further away. But in situations with highly indecisive customers, they will disqualify them completely and move on to other accounts.
This ability helps professionals to have greater sales predictability and use resources (time and money) more strategically.
Offer their recommendation – Offer recommendations
Secondly, professionals must adopt an approach of asking what the customer wants to buy, and then offering a recommendation for a solution that is aligned with their objective, rather than offering several products or services at the beginning of the sale.
Offering customers too many options can leave them unclear about the most suitable solution, further prolonging the purchase decision.
This approach differs somewhat from what professionals have been taught for years: that they should diagnose the client’s needs and then offer a solution. In this case, the approach seems to be different: professionals actively ask what the client wants to buy and then recommend something accurate.
And it seems to be working: the research cited earlier in this article showed that taking a diagnostic approach led to a 14% win rate. However, when combining diagnostics with personal recommendations, conversion rates rose to 36%!
Limit the exploration
Too much detail can be paralyzing. The more information a customer consumes. The less likely they are to find the answers they’re looking for.
Therefore, the step of limiting exploration involves offering the customer only essential data. Avoiding overload and simplifying the selection process.
This allows the customer to feel more confident with the information available and make a decision without being drowned out by irrelevant details – which only create more uncertainty.
Take risk off the table – Take the risk off the table
Finally, to get clients to commit to the deal, professionals look for ways to “take the risk off the table” by offering creative. Personalized options that make clients feel more secure and that they have some guarantee of success.
From simple exclusivity clauses to complex, customized contract structures. All of these actions are intended to instill buyer confidence and mitigate the uncertainty of outcome that many customers feel before closing a deal .
These four steps, when applied consistently, transform your sales approach and help create a clearer, more confident decision-making process.
What are the benefits of the JOLT Method?
The JOLT Method offers a number of practical benefits for sales teams that face customer indecision as a frequent challenge. Here are some of the main ones:
- Reduced sales abandonment rate : by directly addressing sources of indecision, the JOLT Method helps minimize doubts and uncertainties, encouraging the customer to complete the purchase with confidence;
- Increased customer confidence : A customer who understands their options, feels confident about the details provided. Sees evidence of the effectiveness of the product or service has greater confidence in their decision;
- Greater clarity in the purchasing process : The JOLT Method promotes a simplified and objective sales process. In which the customer does not feel overwhelmed with unnecessary information or options. This clarity generates a more positive and direct purchasing experience, where the customer can focus on what really matters;
- Relationship building and loyalty : by applying the method, the professional demonstrates care and understanding of the client’s needs. Generating a feeling of security and transparency. This creates a solid foundation for long-term relationships and loyalty. Aas the client perceives that their needs are being addressed with attention and clarity.
Thus, the JOLT Method not only increases the chances of closing, but also strengthens the reputation and trust in the brand, creating a more effective and satisfactory purchasing experience.
When to use the JOLT Method?
Identifying customer indecision can be challenging. But here are some scenarios that may demonstrate that a customer is hesitant and where using the JOLT Method will be beneficial:
When the customer is in doubt between options
If a customer seems torn between several product or plan options. The JOLT Method helps justify the alternatives that best align with their needs. This reduces choice overload and allows the customer to focus on the most relevant options.
When the customer repeatedly seeks more information
When a customer repeatedly requests additional details or seems lost in too much information. The JOLT Method may be the solution. Limiting information to only what is essential and useful makes the decision easier.
When the customer shows fear or insecurity about the purchase
Many customers hesitate because they are afraid of making the wrong choice. If you notice this type of fear, applying the last step of JOLT. Which involves reassuring the customer with guarantees, testimonials or demonstrations of value, can be the difference in making a final decision.
When the sale is complex or of high value
In complex or high-value sales, where the customer naturally feels more pressure. The JOLT Method can help build trust and reduce the stress of the decision. Each step of the JOLT Method helps to make the process clearer, creating a more confident and secure buying experience.
When the customer’s decision is delayed
If the client has had time to evaluate the options but has not yet made a decision. The JOLT Method can help speed up the process. Offering incentives, for example, can be the necessary encouragement to overcome indecision and move towards closing.
The JOLT Method is therefore a powerful approach for any situation where the customer’s decision is at risk due to hesitation and doubt. By applying the JOLT steps in these moments. The professional is able to guide the customer in a safe. Transparent and efficient way until the sale is completed.
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