Ted McKenna
Overcome Customer Indecision
Topic Categories:
- Sales & Customer Service Researcher
- Co-Author of The Jolt Effect
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Ted McKenna is an accomplished sales and customer experience researcher whose work has appeared in the pages of Harvard Business Review. He is a founding partner of DCM Insights, a customer understanding lab focused on using data and research-backed frameworks to help companies attract, engage, retain, and grow customer relationships. Prior to co-founding DCMi, Ted held numerous executive leadership positions in product, strategy, research, advisory, and enablement for Tethr, Russell Reynolds, and CEB (now, a part of Gartner).
Ted is an expert in analyzing behaviors – of customers, frontline sellers / service agents, leaders, and board members – and applying analytics in various forms of content, products, and services. At Tethr, he worked on mining unstructured conversational data using advanced data science and leading AI/ML tools to build models, scores, and behavioral frameworks (the most well-known model is the Tethr Effort Index). Previous roles called for deploying syndicated research methods to mine more structured sources such as surveys, diagnostics, demographics, and jobs data (including research contained within the bestselling book, The Challenger Sale).
Ted is also a co-author, with Matt Dixon, of the upcoming book, The JOLT Effect: How High Performers Overcome Customer Indecision, and is a sought-after speaker and advisor to sales and customer experience teams around the world.
From the bestselling co-author of The Challenger Sale, a paradigm-shattering approach to overcoming customer indecision and closing more sales.
In sales, the worst thing you can hear from a customer isn’t “no.” It’s “I need to think about it.” When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business. But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding. What they really care about is not failing.
For years, sales expert Matthew Dixon has been busting longstanding business myths. Now in The JOLT Effect, he and co-author Ted McKenna turn their trademark analysis and latest research to the vital and growing problem of customer indecision—and offer a shocking new approach that turns conventional wisdom on its head. Drawing on a brand-new, first-of-its-kind study of more than two and a half million sales conversations from across industry, they reveal the surprising truth that high-performing sales reps grasp and their average-performing peers don’t: only by addressing the customer’s fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger.
Packed with robust data, counterintuitive insights, and practical guidance, The JOLT Effect is the playbook for any salesperson or sales leader who wants to close the gap between customer intent and action—and close more sales.
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