Matt Dixon | 'The Jolt Effect': a book about customer fear and indecision

Nowadays how much does fear of change weigh on a buying decision?And how do the best salespeople (the so-called 'High Performers) overcome the prospect or customer indecision?How do they manage this fear so that the customer or prospect can to overcome the indecision experienced?I talked about this with Matt Dixon, Founding Partner in DCM Insights and author of 'The Jolt Effect', 'The Challenger Sale', 'The Challenger Customer' and 'The Effortless Experience'.