Episode 30 - Sales Methodologies pt4 - The JOLT Effect with Ted McKenna Welcome to What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues. While putting together a presentation on his favourite topic of buying groups Simon discovered a word apparently missing from American English compared to British English, namely “scuppered”. A quick Friday afternoon LinkedIn post confirmed this is the case, while invoking an interesting etymological discussion! What does this have to do with buying groups? Well, the point is to make sure you identify all of your buying group members early on in the process in case any late comers scupper the deal… This week we return to our sales methodology series, and not only are we discussing the JOLT Effect, which helps buyers overcome indecision, we are joined by one of its creators, Ted McKenna, to do so. Here’s the TL;DL (“Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: Most deals don't die because of a competitor. They die because buyers do nothing. We sat down with Ted, the co-author of the JOLT Effect, to explore why fear of messing up paralyses deals, and how sellers can use JOLT to help buyers move forward with confidence. Listen on as Ted McKenna emphasises that indecision - rooted in the fear of messing up - is the primary reason deals stall, not competitive pressure. His research shows that 40–60% of opportunities die because buyers do nothing, often due to options overload, information overload, and unrealistic expectations. The JOLT framework (Judge indecision, Offer recommendations, Limit exploration, Take risk off the table) equips sellers to proactively address these fears rather than relying on pressure tactics, which typically backfire. McKenna stressed that indecision is a hidden competitor in every pipeline, requiring both sellers and managers to adapt their strategies, forecasting, and coaching. In an era of SaaS and AI-driven solutions, where uncertainty is high, JOLT provides a structured approach to build buyer confidence and move deals forward. Read more on this topic in the corresponding edition of Louis’ What's Broken in GTM and How to Fix It newsletter. Other mentions in this episode: Ted’s latest book The Activator Advantage on how today's best professional service partners win, retain, and grow client relationships. Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.