You guys, this week’s episode with Ted McKenna was a masterclass in conquering buyer indecision—and a wake-up call that your B2B buyers aren’t ghosting you out of pettiness. Spoiler alert: they’re drowning in choice, fear, and, yes, even existential dread about blame.
But don’t worry, Tim and I got the answers straight from the co-author of The JOLT Effect (and now: The Activator Advantage), and it’s the kind of stuff that’ll make you want to jump off your next Zoom call and start jolting your pipeline back to life.
Ted spilled the tea on why 40-60 percent of deals die not because buyers are uninterested but because they’re stuck in a quagmire of indecision. Sound familiar? Exactly.
Turns out, hammering home the same old “burning platform for change” tactic only backfires (84 percent of the time, according to research!). Instead, sellers need to step in as trail guides, helping their buyers navigate the fear of the unknown, overloaded options, and that classic killer of deals: the anticipation of blame.
At the heart of Ted’s advice is JOLT—a playbook disguised as a handy acronym for turning wishy-washy buyers into committed decision makers:
And FYI, offering recommendations isn’t being pushy, it’s being helpful. Ted says most sellers are way too deferential when buyers get wobbly, which ironically makes indecision worse. So be bold, friends. Channel your inner quarterback and call the next play.
This episode is one to watch if you’re tired of losing “locked-in” deals to radio silence.
Give it a listen, pick up Ted’s book The JOLT Effect, and then get ready to rethink your entire playbook.
And hey, if you’re loving The Emblazers podcast, do the thing—subscribe, rate, review, and maybe even forward this to someone in your queue who can’t decide on lunch.
A veteran of global learning and development, Amanda DeVlugt spent 15 years at Hilton crafting leadership programs and revenue growth strategies that transformed operations across international brands. Her expertise in delivering impactful training has reached over 5,000 professionals through 400+ workshops, while her innovative approach to learning has produced more than 200 educational videos on leadership, engagement, and technical processes. As a trusted advisor to top management companies and a skilled facilitator of agile methodologies, Amanda combines her passion for continuous improvement with a talent for creating transformative learning experiences that drive organizational excellence. Amanda is Director of Member Experience and Success at Emblaze, the revenue leaders’ community powered by Corporate Visions.
