A Lesson for the Newcomer
Years ago I hired a new SDR for my team. A bright-eyed new sales rep walked into the office, ready to conquer the world of sales. Her first training I asked her, “What’s the number one rule in sales?” Confidently, she shot back a classics adage “Always be closing.” Nope, I said, as SDRs we weren't going to be closing any deals (although we would be closing by asking for meetings). I asked again and she thought for a second and said “Never take no for an answer." Nope again, I said. I always told my team to take the third no. If they really didn't want to talk to you, don't force it; you can always call back later. These were great adages for a different time in sales, things meant to inform your determination, not your actual practice, and certainly not a "rule."
Good guesses, I said, but the actual number one rule in sales is: Don't look like everyone else.
Your Prospect's World
Let's dive into why this rule lords over all others. Picture the world of your average prospect. It's a whirlwind of deadlines, pressures, personal calls, and their favorite tunes. In this chaos, they encounter countless salespeople, all vying for attention, all remarkably similar in approach. To truly break through this noise, you need to be the one who stands out, the one who brings something uniquely rewarding to their day, like a moment of genuine laughter.
The Einstellung Effect in Sales
This brings us to the Einstellung effect. It’s a psychological phenomenon where existing knowledge or experiences prevent people from considering alternative solutions. In sales, this means prospects are so used to the standard sales pitch, the normal sales approach, that they become blind to it. If you're just another salesperson doing the same old song and dance, you're invisible. To get noticed, you need to bypass this mental block by being refreshingly different.
Learning from Comedians: The Art of Standing Out
Comedians excel because they’re different. They don't just tell jokes; they craft experiences. Sales, in this light, is not just about selling a product or service; it's about selling an experience. This is what people mean when they say "you sell yourself first." When you call a prospect, don’t just pitch; tell a story, share an interesting fact, or even a joke. Make the interaction something they’ll remember and, -gasp-, even look forward to in the future!
Unique Strategies for Memorable Interactions
For example, instead of the typical follow-up email, why not include a humorous anecdote related to your product? It's unexpected and personal. Or, during a call, instead of diving straight into your pitch, start with an intriguing, light-hearted question. These strategies create a memorable experience for the prospect, distinguishing you from the sea of sameness.
If you're really edgy, do something completely non-sequitur and ignore the fact you're a salesperson altogether: instead, just treat the prospect like a human you're trying to connect with outside of work. Treat them like you would a good friend you haven't spoken to in ages - send a funny meme, a youtube video of Rick Astley, or a voice note reading something funny you found (if it relates to something on their LinkedIn profile).
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Expanding the Sales Toolkit
1. Storytelling Workshops: Teach your team to weave engaging stories into their pitches, making every interaction more than just a transaction.
2. Creative Challenge Sessions: Regularly brainstorm non-conventional outreach methods. It's not just about being different; it's about being memorable.
3. Humor in Sales: Integrate humor training. A well-timed joke can open more doors than the most polished sales pitch.
4. Feedback and Refinement: Encourage open, constructive discussions about what works and what doesn't, fostering an environment of continuous improvement.
Practical Applications
Use these techniques in every stage of your sales process. In cold emails, use subject lines that pique curiosity. In calls, infuse your personality to make every interaction uniquely yours. Remember, it's not just about what you're selling; it's about how you're selling it.
Authenticity: The Key to Connection
Being different shouldn’t mean being inauthentic. The most successful salespeople are those who find a way to stand out while staying true to themselves. Authenticity builds trust and rapport, crucial elements in any sales relationship. How do you become authentic? Easy, try a bunch of things that feel right to you. Just keep trying them; that's how comedians discover authenticity.
The Ultimate Aim: Being Unforgettable
The heart of successful sales lies in not just being seen but being remembered. It’s about striking the perfect balance between professionalism and personality. So, when you're out there in the world of sales, always remember the number one rule: Don't look like everyone else. Be the memorable difference that your prospect will remember and appreciate.
