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Stop scaring prospects who already agree on cybersecurity
N-able’s Stefanie Hammond applies The JOLT Effect by Matthew Dixon and Ted McKenna to MSP cybersecurity sales. Challenger Inc. summarizes research putting 40% to 60% of lost deals in no decision, and Dixon and McKenna report most no-decision losses stem from fear of failure. Hammond argues MSPs should recommend one program, stop piling on urgency, and phase implementation instead of shrinking protection.
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Dixon and McKenna’s research analyzed 2.5 million recorded sales conversations and found 40% to 60% of lost deals end in no decision; in an October 2024 post, they wrote that 56% of no-decision losses stem from fear of failure.
Hammond’s rule for MSPs: once a prospect agrees the security gap is real, stop adding fear and breach statistics and start recommending a single program with the reasons behind it.
Her version of sell less to sell more keeps the full program and splits deployment into monthly phases, identity and MFA first, then endpoint protection and MDR, then backup and recovery testing.
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- Why are you losing to customer indecision? | The JOLT Effect ↗· Challenger Inc.
- An interview with Mathew Dixon, author of The Challenger Sale and The JOLT Effect ↗· The Quota
- What is the JOLT Effect? Everything You Need To Know ↗· The JOLT Effect (Dixon & McKenna)
- Mastering the talk-to-listen ratio in sales calls ↗· Gong
- Keys to Winning Sales Conversations: Data Driven Science ↗· Gong
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