In The Power of Habit, Charles Duhigg points to research that determined 40%–80% of what we do is done automatically.
The brain is an efficiency machine, and automated processes require less cognitive functioning. So, the more our brains can fall into patterns of behaviour, the more energy is freed up for our brain and other systems.
These automated behaviours can be detrimental to salespeople, as they cause a lot of wasted prospecting time.
The automation usually begins when the salesperson reaches out. They are aware they are a salesperson who is prospecting, so they tend to fall into automatic behaviour. They sound like they think a prospecting salesperson should sound. They look and act like they think a prospecting salesperson should look and act.
And this, in turn, triggers your prospect’s automated behaviours.
They quickly identify you as a salesperson who is prospecting because that is exactly what you look, act, and sound like. So, they go into their automated response to that situation—which is usually to get you off the phone or out of their office as quickly and politely as possible so they can get on with their day.
Most cold calls and voicemails trigger this behaviour by the fifth word, after which you have probably lost the prospect’s attention entirely.
To get the prospect’s attention, you need to break this cycle. And that starts with breaking your own automated behaviours.
Don’t look, act, and sound like every other salesperson out there.
You don’t have to be crazy or absurd. Simple, subtle changes will do the trick. Here’s an example:
Most salespeople I’ve worked with start a cold call with:
"Hi Bob, it’s Tom Reilly from XYZ…"
And BAM! By the fifth word, they have identified themselves as a cold-calling salesperson, and the prospect defaults to get them off the phone mode.
A simple tweak is:
"Hi Bob, it’s Tom Reilly. I was just looking at your last annual report, and…"
What is the difference? The second approach doesn’t mention my company name, and this simple change is enough to make the prospect pause.
Instead of going into automatic get them off the phone mode, they have to pay attention and think for a minute: Tom Reilly who? Do I know a Tom Reilly? If so, where from?
You have broken the pattern. You have gained their attention. And now, they will actually listen to your reason for calling.
There are many different little tweaks you can make to break the regular pattern. Have fun and experiment. Stay professional, but try different things. Gain the prospect’s attention and make a connection that lasts.
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