Mastering the JOLT Effect: How to Overcome Buyer Indecision and Drive Sales Forward

Based on a study of over 2.5 million sales conversations, 60% of deals are lost to “no decision,” even when buyers show clear intent to purchase. 

Our own research confirms this trend. 34.5% of reps lose more than 30% of their deals to indecision, with 9.4% losing up to a whopping 70%. 

Given the immense cost and effort required to close a deal, losing a high-intent prospect to indecision is something you simply can’t afford.

But how do you break through this barrier? In this post, we’ll explore a powerful strategy to move buyers from hesitation to action - the JOLT effect - and talk about how to leverage it to overcome buyer indecision, ensuring your deals don’t fall through the cracks.

Facing the problem: Indecision and inaction in sales 

Indecision is a silent killer in the sales process. It often sneaks in after you’ve done everything right — identified the ideal prospect, presented a compelling solution, and addressed their needs. Yet, despite showing interest and intent, the buyer hesitates to move forward, leaving your deal stuck in limbo.

This indecision can stem from many factors (which we will discuss in a bit). But the impact of this hesitation is always significant. Not only does it prolong the sales cycle, but it also puts your hard-earned deals at risk of falling apart entirely. When buyers delay their decisions, the momentum you've built starts to fade, and other priorities can quickly take over, pushing your solution to the back burner.

In a competitive market, where every deal counts, you can’t afford to let indecision derail your success. Understanding the underlying reasons for buyer hesitation is the first step in combating it. By identifying these barriers early on, you can apply strategies like the JOLT effect to steer your prospects towards confident, timely decisions.

Common reasons why buyers hesitate

When asked about the reason for the latest lost deal, one of the respondents said: “I wish I knew what went wrong. I asked the prospect to share where we fell short, but I never received a response.” Let’s shed light on some of the common reasons why buyers might be hesitant to make the purchase.

• Fear of making the wrong decision: One of the biggest reasons for buyer hesitation is the fear of making a costly mistake. In today’s market, where every decision is scrutinized, buyers are often paralyzed by the thought of choosing the wrong solution. They worry about the potential negative impact on their business, their reputation, and their career. This fear of failure can cause them to delay decisions indefinitely, hoping to avoid the risk altogether.
• Overwhelmed by choices: With so many options available, buyers can easily become overwhelmed by the sheer volume of choices. This abundance of options can lead to “analysis paralysis,” where the buyer is stuck in an endless loop of comparing features, benefits, and prices without moving forward. The more complex the decision, the harder it becomes for buyers to feel confident in their choice, leading to prolonged indecision.
• Lack of urgency: Another common reason for hesitation is a lack of perceived urgency. If buyers don’t feel an immediate need to change or address a problem, they’re less likely to prioritize making a decision. This is especially true if the pain of their current situation isn’t severe enough to push them toward action. Without a clear and compelling reason to act now, buyers often choose to maintain the status quo.
• Internal misalignment: In B2B sales, decisions are rarely made by a single individual. Instead, they often involve a whole buying committee with multiple stakeholders, each with their own priorities and concerns. When these stakeholders are not aligned, it can create friction and slow down the decision-making process. Disagreements, competing interests, or a lack of consensus can lead to deadlock, causing the deal to stall.
• Unclear ROI: Buyers need to see a clear return on investment (ROI) before committing to a decision. If the value of your solution isn’t immediately obvious or if the ROI is difficult to quantify, buyers are likely to hesitate. They may struggle to justify the investment internally or fear that the benefits won’t outweigh the costs, leading them to delay or abandon the decision altogether.
• Complexity of implementation: Even if buyers are convinced of the value of your solution, concerns about the complexity of implementation can cause hesitation. If the process seems too complicated, time-consuming, or resource-intensive, buyers may decide that the disruption isn’t worth it. This fear of the unknown—whether it’s about integrating new technology, training employees, or managing the transition—can be a significant barrier to moving forward.

By anticipating these concerns and proactively addressing them in your sales process, you can help your buyers feel more confident and ready to make a decision. This is where the JOLT effect comes into play, offering targeted strategies to guide buyers past these obstacles and towards action.

The JOLT effect: A strategic approach to overcoming indecision

The JOLT effect is a relatively recent but impactful concept in the sales world, introduced in the book The JOLT Effect: How High Performers Overcome Buyer Indecision by renowned sales experts Matt Dixon, Ted McKenna, and Nick Toman. This concept emerged from extensive research into over 2.5 million sales conversations, aimed at understanding why so many deals stall despite strong buyer intent. The findings revealed that indecision, rather than price or competition, is the primary reason deals fall through.

To address this challenge, the authors developed the JOLT effect — a framework that provides sales professionals with a structured approach to guide buyers through the often-overwhelming decision-making process. The JOLT effect focuses on countering the psychological barriers that lead to inaction, offering a clear path to help buyers make confident decisions.

Let’s break down what JOLT stands for and how each component can be applied in your sales process:

1. Justifying the pain of inaction

The first step in the JOLT effect is helping buyers recognize the cost of doing nothing. Often, buyers are more comfortable sticking with the status quo, but it’s your job to highlight the risks and consequences of inaction. By justifying the pain of inaction, you create a compelling reason for buyers to move forward.

Action item: Clearly articulate the risks and costs of doing nothing. Use data, case studies, or real-world examples to highlight what could happen if the buyer stays with the status quo and create urgency.

Example: Suppose you're selling a software solution that automates manual tasks. Instead of just listing features, you could present a case study showing how a similar company saw a 30% drop in productivity by sticking with outdated systems. Use visuals or calculators to quantify the financial impact of not acting — whether it's lost revenue, increased costs, or missed opportunities.

2. Opening minds to new possibilities

Once buyers understand the risks of inaction, the next step is to broaden their perspective. This involves showing them new possibilities and alternative solutions that they might not have considered. By opening their minds to new possibilities, you help buyers envision a better future and see the potential impact of your solution.

Action item: Educate your buyer on industry trends, innovative approaches, and success stories from other companies who faced similar challenges. Introduce them to the solutions they may not have considered. Help them visualize the potential benefits of embracing change.

Example: If a prospect is hesitant to adopt Digital Sales Room software, share success stories from companies in similar industries that have seen significant improvements after switching. You might also provide a demo that highlights features they weren’t aware of, such as AI-driven insights that streamline decision-making.

3. Leading to change with clear guidance

Even when buyers are open to change, they may still struggle with how to proceed. This is where your role as a trusted advisor becomes crucial. Provide clear outline of the steps they need to take to achieve their desired outcomes. By leading them with clear guidance, you make the path to change less daunting and more achievable.

Action item: Break down the path to change into clear, manageable steps, offer resources to support each step, and be transparent about what to expect. Provide a roadmap that outlines the implementation process, key milestones, and support available along the way.

Example: For a buyer worried about the complexity of adopting new software, present a detailed implementation plan that includes a timeline, training sessions, and dedicated support. Reassure them by explaining how your team will handle the transition with minimal disruption to their business.

4. Taking control of the decision-making process

Finally, the JOLT effect emphasizes the importance of taking control of the decision-making process. This doesn’t mean being pushy or aggressive; rather, it’s about actively managing the process to keep it moving forward. By taking control, you ensure that momentum isn’t lost and that the deal stays on track.

Action item: Set timelines, follow up consistently, and address any concerns or objections promptly. Use tools like mutual action plans to keep everyone aligned and focused on the end goal.

Example: After a demo, instead of waiting for the buyer to reach out, send a recap email with a proposed timeline for the next steps, such as scheduling a follow-up meeting or a trial period. Use tools like mutual action plans that outline the shared steps to move forward, keeping everyone aligned and accountable.

Connecting the JOLT effect with buyer enablement

The JOLT effect and Buyer Enablement are two sides of the same coin, working together to overcome buyer indecision and drive successful outcomes. While the JOLT effect provides a framework for addressing the internal struggles buyers face, buyer enablement equips them with the tools and resources they need to make informed, confident decisions.

Let’s consider two examples of how the two work together:

• ​​Empowering informed decisions

Justifying the pain of inaction and opening minds to new possibilities are key steps in helping buyers recognize the need for change. But recognizing the need isn’t enough—buyers need to feel confident in their decisions.

This is where buyer enablement comes in. By providing personalized content, interactive demos, and customer success stories, you’re not just telling buyers why they should act — you’re showing them how your solution fits their specific needs. This content acts as proof, reinforcing the ideas introduced through the JOLT effect and helping buyers visualize the benefits of taking action.

• Simplifying the decision-making process

Leading to change with clear guidance and taking control of the decision-making process are about simplifying what can often be a complex and overwhelming journey for buyers.

Buyer enablement tools like mutual action plans, real-time collaboration platforms, and automated reminders streamline this process further. They ensure that every stakeholder has the information they need when they need it, reducing friction and preventing delays. Buyer enablement solutions give buyers the confidence that they’re making the right decision, with a clear path laid out before them.

• Building trust and long-term relationships

By addressing buyer concerns head-on and guiding them through their decision-making journey, you position yourself as a trusted advisor, not just a salesperson.

This trust is further solidified by consistently delivering value through the resources you provide. When buyers feel supported and empowered throughout the process, they’re more likely to view you as a partner invested in their success.

The synergy between the JOLT effect and buyer enablement is a powerful one. Together, they create a comprehensive approach that not only closes more deals but also builds stronger, trust-based relationships with your buyers.

Next steps

Overcoming buyer indecision is crucial for closing more deals and building lasting relationships. The JOLT effect offers a proven framework to guide buyers through their decision-making journey, addressing their concerns and leading them toward a confident choice. But to truly maximize its impact, you need the right tools to support and empower your buyers at every step.

This is where Flowla comes in. By integrating Flowla into your sales process, you can seamlessly implement the JOLT effect, enhancing your buyer enablement strategy with powerful features like:

• Personalized content: Tailor your messaging to each buyer's unique needs, helping them see the value of taking action.
• Interactive demos: Engage buyers with hands-on experiences that open their minds to new possibilities.
• Mutual action plans: Provide clear guidance and control over the decision-making process, reducing friction and keeping deals on track.
• Automated workflows: Ensure nothing slips through the cracks, keeping momentum and maintaining buyer confidence.

Flowla aligns perfectly with the principles of the JOLT effect, making it easier for you to lead your buyers from indecision to action. By adopting the JOLT effect and leveraging Flowla’s capabilities, you’ll not only close more deals but also establish yourself as a trusted advisor who truly understands and addresses your buyers’ needs.

Don’t let indecision stall your sales. Start using the JOLT effect and Flowla today to empower your buyers, accelerate your sales process, and achieve greater success.