Empathy, Insight, and Action: Ted McKenna on the New Sales Playbook

Episode notes

In this episode of Thoughts on Selling , I sit down with Ted McKenna — researcher, author, and co-creator of some of the most influential sales frameworks of the past two decades. Ted has been behind The Challenger Sale , The JOLT Effect , and most recently, The Activator Advantage . We dive into the evolving dynamics of B2B sales, why buyers are more informed (and more hesitant) than ever, and what high-performing sellers do differently. Some highlights from our discussion: Data meets sales anthropology. Ted shares how deep analysis of 2.5 million sales calls revealed why more deals end in “no decision” — and what sellers can do about it. The JOLT Effect in practice. Why too much information overwhelms buyers, and how great sellers guide decisions rather than flood inboxes with decks. The Activator Advantage. A deep look at what makes “activators” so successful — consistent business development, building zipper relationships, and flowing value across networks. Fear of messing up. Discounts don’t move deals — risk and career impact do. Sellers must address the emotional side of decision-making. Authenticity wins. Buyers can spot when you’re coin-operated.