The JOLT Effect

Why do customers hesitate to buy, even when they believe they should? The JOLT Effect unlocks the secret to overcoming customer indecision and closing more sales.

1. The True Barrier to Sales: Customer Indecision

For years, sales professionals focused on overcoming status quo bias – the tendency of customers to stick with what they know. However, research by McKenna and Dixon reveals that 56% of missed sales are not due to this bias but stem from indecision. Customers often stall, not because they want to keep things as they are, but because they fear making a bad choice.

This behavior is rooted in loss aversion and omission bias. Most people would rather avoid an active mistake, even if it means missing out on significant benefits. In practical terms, it’s easier for customers to delay a purchase than face the regret of buying the wrong thing. This powerful psychological factor often leads to inaction.

Attempts to "relitigate the status quo," where sales reps repeatedly try to convince customers of the merits of a product, fail in 84% of cases. Instead of hammering home why a product is perfect, sales reps need to shift their focus to building confidence and addressing the root causes of indecision.

Examples

• Customers often know they need life insurance but procrastinate for fear of picking the wrong policy.
• Even car buyers, eager to upgrade their vehicles, sometimes hesitate over color or financing options.
• Research shows people would rather avoid resolving a simple dispute (like returning a wrong item) to evade the effort or perceived risk.

2. Judging Indecision to Tailor Your Approach

Understanding the cause and severity of a customer's indecision is the first step to resolving it. Sales reps need to discern why a buyer is hesitating and select the right strategy to address the issue.

Three key drivers of indecision are valuation problems (difficulty choosing the right option), lack of information (feeling they haven’t learned enough), and outcome uncertainty (fear of negative results). Identifying these factors helps pinpoint the best path forward. For example, individuals struggling with valuation need strong guidance, while those overwhelmed by information need help narrowing choices.

Top-performing salespeople also prioritize viable prospects over hopelessly stuck customers. By observing patterns like excessive information requests, constant backtracking, or reluctance to settle for a "good enough" option, they can effectively allocate their time and resources.

Examples

• A salesperson helps a stuck customer by offering a clear recommendation: “Option A is best for you.”
• Buyers constantly requesting more details may require a rep to step in and control the conversation.
• Spotting customers who are willing to compromise on minor details can signal a promising sale.

3. The Paradox of Choice: Why Too Many Options Hurt Sales

While customers value options, too much choice can overwhelm them, leading to indecision. This phenomenon, known as the paradox of choice, has been proven to reduce purchase rates.

A classic jelly-tasting experiment illustrates this well. When 24 flavors were offered, only 3% of participants bought a jar. But with just six options, 30% purchased one. Sales reps can use this concept to simplify decisions for their prospects by offering tailored recommendations and eliminating unnecessary complexity.

Switching from passive language like “What are your requirements?” to proactive guidance like “Here’s my recommendation,” significantly increases conversion rates. Adding personal touches to these suggestions – such as saying, “If I were in your position, I’d choose this” – further builds trust and encourages action.

Examples

• A home appliance store showcasing only their top three dishwashers for indecisive customers.
• A tech consultant saying, “Based on your needs, Product X is your best choice,” to simplify decision-making.
• Car dealerships that offer recommendations on model features, reducing consumer overwhelm.

4. Control the Flow of Information

Some customers struggle with a constant need for information, searching endlessly for details that often don’t add value. To manage such situations, assert yourself as the expert and take control of the flow of the conversation.

Owning the expertise directly – rather than outsourcing it to a colleague or external resource – builds customer confidence in your authority. Additionally, giving a preemptive response to unspoken fears, known as a pre-buttal, is even more compelling than addressing objections raised by the customer. Lastly, customers appreciate straight talk; radical candor, where you respectfully challenge their misconceptions, clears up misunderstandings and keeps the process moving.

Examples

• An IT salesperson confidently explaining why additional security features aren’t necessary for a client’s small startup.
• A retail rep preemptively addressing consumer doubts with, “You’re probably wondering if this model fits your needs – it does because...”
• Politely stopping a customer requesting an unnecessary demo to refocus on key decision points.

5. Reducing Fear with Confidence-Building Strategies

The fear of buyer’s remorse is a significant barrier to sales. Instead of fueling this fear through the traditional “FUD” (fear, uncertainty, doubt) technique, sales reps must reassure customers.

To ease the fear of a bad decision, successful reps use three methods: setting realistic outcome expectations, offering downside protection (like opt-outs or money-back guarantees), and encouraging smaller, less risky purchases. These tactics reduce risk and make the decision less intimidating for customers.

Examples

• An investment advisor recommending starting with a smaller portfolio before more significant commitments.
• Offering a “Buy now, return later” policy to hesitant electronics buyers.
• Contracts that include clauses addressing specific customer worries, like easy cancellation terms.

6. Why Relitigation Leads to Failure

When faced with indecision, many sales reps attempt to “argue the case” all over again, highlighting the product’s perks. However, this fails nearly nine out of ten times. Why? Relitigation just adds to customers’ decision fatigue.

Constantly rehashing benefits feels repetitive, and urgency tactics can come off as pushy. What’s more effective is validating their concerns, addressing barriers directly, and reinforcing their ability to make a sound choice.

Examples

• Telling a prospective gym member, “It’s normal to hesitate over this investment – here’s why our members find it worthwhile.”
• Discussing a customer’s fear of a “bad fit” when buying furniture and offering a free trial period.
• Avoiding repeated sales pitches after a buyer asks to rethink their position.

7. The Importance of “Good Enough”

High-performing salespeople know when to steer customers toward understanding that “good enough” is okay. Many customers delay purchases while holding out for a mythical “perfect” option.

By helping buyers focus on getting the best solution for their particular needs (vs. chasing perfection), sales close faster. It's about reminding them that progress is better than endless delay.

Examples

• A software vendor guiding customers to settle on a solution now, with the option to upgrade later.
• An insurance agent assuring a family they can adjust coverage if their needs change.
• A cell phone shop employee explaining why Model A, while not the trendiest, perfectly fits a user’s lifestyle.

8. Listening Through Cooperative Overlapping

Active listening goes beyond hearing – it involves truly engaging. Surprisingly, interrupting a customer can sometimes help the sales process, as long as done respectfully.

Cooperative overlapping happens when salespeople interject to affirm the customer’s statements. Phrases like “Yes, exactly” or “I see your point” build rapport and show you’re actively following the conversation. This technique shows empathy and instills trust.

Examples

• A real estate agent nodding and saying, “Absolutely, that’s a common concern,” when buyers share anxieties about location.
• After listening to a long client list of needs, a salesperson affirming, “Right, so we’re talking about something efficient but budget-friendly.”
• An interior designer reinforcing ideas during a hesitant homeowner’s brainstorming.

9. Small Starts for Big Wins

Buying decisions can feel overwhelming when they involve large amounts of money or high stakes. Starting small often gets customers to say “yes,” leaving them confident to expand down the road.

Offering minimal commitments or scaled-down versions of products can set the stage for future growth, while still ensuring the customer feels respected.

Examples

• SaaS companies offering a free trial for basic features instead of requiring an upfront subscription fee.
• A financial advisor suggesting a smaller initial investment, with the option to increase over time.
• Real estate agents recommending buyers test a neighborhood by renting short-term before committing.

Takeaways

1. Shift your focus from fighting the status quo to solving indecision by identifying its source.
2. Own the conversation topics, preempt concerns when possible, and reassure buyers with realistic safety nets.
3. Simplify decision-making for customers by reducing options, offering guidance, and starting small to build trust.