Engage Presents Ted McKenna

The Engage Presents series is designed to help busy event planners get to know our speakers quickly and effectively. We go beyond the sizzle reel, asking FAQs about their personal stories, presentation style, approach to event planning, and much more. 1:18–2:26: Ted discusses his large-scale study, which analyzed 2.5 million sales conversations to build a predictive model identifying how sellers should respond when buyers hesitate. Ted introduces this as the JOLT Effect, which highlights key behaviors tied to buyer indecision. 2:30–6:22: Ted outlines the four JOLT behaviors—judge, offer, limit, and take risk off the table—as the most effective actions in moments of hesitation. Ted explains that many deals are lost not due to lack of interest, but because sellers mishandle buyer uncertainty. 6:39–8:15: Ted reveals that sellers often focus too much on positive signals and miss signs of risk due to fear of losing the deal. Ted notes that experienced managers better identify these gaps and coach sellers to provide reassurance and clearer recommendations. 8:22–9:48: Ted says that while salespeople often focus on overcoming status quo bias, fear of failure is a more common reason buyers stall. Ted explains that even confident buyers hesitate when they worry about potential downsides. 10:14–11:25: Ted emphasizes that effective presentations use the buyer as the central focus and adapt based on evolving needs. Ted adds that combining JOLT data with stories of top performers is the most powerful way to drive behavior change. 11:40–13:06: Ted shares that he works with a wide range of organizations, from small teams to large sales events. Ted also highlights research on how to successfully sell to professionals like lawyers, consultants, and bankers. Ted McKenna is interviewed by Engage President and co-founder Jake Olson. Ted is co-author of the bestselling book "The JOLT Effect: How High Performers Overcome Customer Indecision" and a founding partner of DCM Insights. To learn more about Ted's keynotes and to book him for your next event, visit https://www.letsengage.com/talent/ted-mckenna