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Podcast episode about sales tactics

Encore: The Challenger Sale and Jolt Effect with Matt Dixon

January 2, 2024
Zed Williamson

Matt Dixon is the Founding Partner of DCMInsights, and co-author of four of the most important sales and customer experience books of the past twenty years, including The Challenger Sale and his latest book, The JOLT Effect: How High Performers Overcome Customer Indecision. He’s also the guest on one of our most popular episodes!

In this encore episode, sponsored by AlphaSophia, Matt breaks down concepts from his books, reveals how fear of failure is a sidekick to status quo bias, and how FOMO is a valuable sales tactic for some and a scare tactic for others. We also discuss the overwhelming number of sales lost to no decision and attempt to understand the reasons behind it.

In this episode, we also discuss:

  • The 3 ways to revisit the status quo objection
  • The Pain of Same vs The Pain of Change
  • Error of Omission vs Error of Co-mission
  • How FOMO tactics actually backfire in certain cases
  • The two drivers of no-decision losses
  • Shifting from a salesperson to a buyer’s agent


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