Dixon: Top salespeople build trust by admitting product flaws and competitor advantages
Matt Dixon · The surprising truth about what closes deals: Insights from 2.5m sales conversations | Matt Dixon · May 30, 2024 · at 40:00
Matt Dixon, sales researcher and author of The JOLT Effect, explains how top sales reps overcome buyer hesitation and limit endless customer research.
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“We found in the analysis, there are specific things that sales, great salespeople do very early on. They are brutally transparent with customers about like, Hey, I know you were interested in this capability. I gotta be honest. It's, You know, we get mixed reviews on that. It's kind of an early capability for us. We're still trying to iron out the kinks, or I know you are interested in this use case, but I have to be honest, we're actually not the best in the market at that. Our competitor is much better at that than we are.”
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