The Counterintuitive Science of Closing B2B Sales

Why Most Deals Fall Apart and How to Fix It

As all B2B sales meetings went online during the pandemic, Matt Dixon and Ted McKenna, authors of The Jolt Effect, saw an unprecedented opportunity to run the most extensive study of sales conversations ever conducted. They analyzed 2.5 million sales calls using AI/machine learning, and what they learned ran counter to conventional wisdom.

The top two re…