Corporate Visions

The Emblazers Podcast, Ep. 14: Breaking Through Buyer Indecision (And Why Execs Are People Too) with Ted McKenna

In episode 14 of The Emblazers Podcast, Ted McKenna, co-author of _The JOLT Effect_, explains that 40-60% of B2B deals stall due to buyer indecision driven by fear, overload, and blame anticipation, and advises sellers to overcome this by using the JOLT framework—Judge Indecision, Offer Recommendations, Limit Exploration, and Take Risk Off the Table—emphasizing bold guidance over deference to help buyers confidently commit.

You guys, this week’s episode with Ted McKenna was a masterclass in conquering buyer indecision—and a wake-up call that your B2B buyers aren’t ghosting you out of pettiness. Spoiler alert: they’re drowning in choice, fear, and, yes, even existential dread about blame.

But don’t worry, Tim and I got the answers straight from the co-author of The JOLT Effect (and now: The Activator Advantage), and it’s the kind of stuff that’ll make you want to jump off your next Zoom call and start jolting your pipeline back to life.

The JOLT Effect Unplugged: What You Missed If You Were Overthinking Dinner Choices

Ted spilled the tea on why 40-60 percent of deals die not because buyers are uninterested but because they’re stuck in a quagmire of indecision. Sound familiar? Exactly.

Turns out, hammering home the same old “burning platform for change” tactic only backfires (84 percent of the time, according to research!). Instead, sellers need to step in as trail guides, helping their buyers navigate the fear of the unknown, overloaded options, and that classic killer of deals: the anticipation of blame.

At the heart of Ted’s advice is JOLT—a playbook disguised as a handy acronym for turning wishy-washy buyers into committed decision makers:

  • Judge Indecision
  • Offer Recommendations
  • Limit Exploration
  • Take Risk Off the Table

And FYI, offering recommendations isn’t being pushy, it’s being helpful. Ted says most sellers are way too deferential when buyers get wobbly, which ironically makes indecision worse. So be bold, friends. Channel your inner quarterback and call the next play.

Piping Hot Insights:

  • People fear blame more than regret. Especially in B2B. When buyers are making decisions, they’re simultaneously calculating risks to their careers. Ted and Tim had a laugh about how “anticipation of regret” becomes “anticipation of blame” in corporate hierarchies.

  • Beware of fake progress signals. That buyer asking for yet another demo or reference? They’re not moving forward; they’re stalling out. As Ted put it, indecision often hides behind positive-sounding requests like “I’d love to loop in more stakeholders.”

  • Executives have emotions (gasp!) I made a sassy callout here—yes, even the most data-driven CFOs have fears and biases driving their decisions. Pro tip: Don’t assume senior leaders are immune to indecision just because they hide it behind spreadsheets.

This episode is one to watch if you’re tired of losing “locked-in” deals to radio silence.

Watch the Episode

The Truth Behind "No Decision" Buyers - Ted McKenna

Of Course You Can Listen, As Well!

Give it a listen, pick up Ted’s book The JOLT Effect, and then get ready to rethink your entire playbook.

And hey, if you’re loving The Emblazers podcast, do the thing—subscribe, rate, review, and maybe even forward this to someone in your queue who can’t decide on lunch.