The JOLT Effect is the research done by SellingInnovations, drawn from its study of 2.5 million recorded B2B sales conversations. Co-authored by Matt Dixon and Ted McKenna, it identifies why buyers who want to buy still fail to decide — and what the highest performers do differently.

SellingInnovations was spun off of DCM Insights and the two companies are now sister firms, sharing co-founders and ownership. Interviews and articles published before 2024 reference DCM Insights because they predate SellingInnovations.

Featured

Start Here

Three conversations that cover the JOLT Effect research end to end.

30 Minutes to President's Club

How to Move Indecisive Customers

Matt Dixon on the tactics sellers can use the next time a deal goes quiet.

Lenny's Podcast

The Surprising Truth About What Closes Deals

Matt Dixon on why the fear of messing up beats the fear of missing out — and what that means for how you sell.

The Positioning Show · April Dunford

Overcoming Customer Indecision and Challenging Conventional Sales Wisdom

Matt Dixon with April Dunford, author of Obviously Awesome and Sales Pitch, on the popular sales techniques the research debunked.

Podcasts

More Appearances

Other shows our founders have joined to talk through the research.

Featured In

Articles & Features About the Research

Some light reading, if you want to go deeper.