The JOLT Effect

Army EW - Mimic RF Decoy Scale-Up

How to separate Preferance from Indecision.

1. Judge the Indecision

Is the customer dealing with preference stability (liking what they have) or indecision (fear of messing up)?

We are still trying to beat the status quo/competitor on features. They admit they need to change, but are stalled. We have diagnosed that personal fear of failure is the blocker.

2. Offer Your Recommendation

Indecisive customers get overwhelmed by choice. Guide them to the single best option.

We gave them three options to choose from. We highlighted our most popular package. We prescribed exactly what they should buy and why.

3. Limit the Exploration

Prevent "analysis paralysis". Stop them from over-researching which leads to confusion.

We sent them more whitepapers and case studies to review. We are answering their questions as they come up. We told them they have enough information to decide now.

4. Take Risk off the Table

Give them a safety net. Manage their personal risk if the decision goes wrong.

We are relying on our standard contract terms. We offered a discount to incite action. We offered an opt-out clause, pilot, or money-back guarantee.

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