In this podcast episode, Roger Dooley chats with Matt Dixon, author of The JOLT Effect and founding partner of DCM Insights, about the concept of effortful experiences and the impact of customer indecision on sales. They discuss how companies often create friction and wasted effort for customers, despite knowing it is detrimental. Matt shares examples and insights on understanding the impact of customer effort on loyalty and how to fix it. They also delve into the problem of customer indecision in sales, exploring the reasons behind it and providing strategies for salespeople to overcome it. Matt introduces the JOLT framework and discusses key behaviors that can help salespeople close the sale. Show notes, resources, audio, text: https://www.rogerdooley.com/matt-dixon-jolt/  Matt Dixon is the Wall Street Journal bestselling author of three of the most important business books of the past decade: The Challenger Sale, The Effortless Experience and The Challenger Customer. He is also a frequent contributor to Harvard Business Review on sales and customer experience. He is a founding partner of DCM Insights, a boutique consultancy focused on using data and research-backed frameworks to help companies attract, retain, and grow their customers. Previously, he has held numerous global leadership roles at organizations like Tethr, Korn Ferry Hay Group, as well as the research firm CEB (now Gartner).