April 2009 Archives

Phone versus Email for cold calling is a bit of a religious war. Your typical battled-hardened sales veteran tends to the "Pick Up The Phone You Wimp!" view; where the Twitter-savvy, IM-friendly yoof will be more inclined to send an email. In general. Personally, I fit firmly into neither demographic, but I am a fan of the veterans' view. In my experience, much of the arguments for email and against phoning are simply thinly disguised (or maybe subconscious) call reluctance. A recent example demonstrates why at least in my case, sales prospectors are pretty much wasting their time with email.

You run a small business. The economy that is rocking behemoths like GM is threatening to swallow your little boat whole, or smash it against rocks. Your car just broke down. You've just found out that your cholesterol is dangerously high. And your oldest kid is getting into trouble at school. What do you do?

There are two ways - one bad and common, the other rare but good. The first, I'll call the "If Only" way; the second, the "Despite" way.

The "If Only" way responds to problems by imagining and longing for a world where the problem does not exist. "If Only" I hadn't started my business in 2008. "If Only" I'd taken that safe job. If only my client hadn't gone bankrupt and became unable to pay my invoice. And it involves thinking enviously about the lucky people who are not experiencing your troubles. Basically, it is to live with the worldview that life is supposed to be easier than it is.

A particular technique in complex sales is the Monkey's Paw. This is where a small sale is used to "prime" a client to be more accepting of a much larger sale. The technique gets its name from the nautical term referring to a particularly bulky knot tied in the end of a lightweight line (a "heaving line"), to act as a weight.




With the Monkey's Paw at one end of the line, the other end can be tied to a much heavier line. The Monkey' Paw can then be thrown from the boat to the dock, and the person on the dock can then draw in the heavy rope on the end of the light one.

Well I've been reading, "Yes! 50 Scientifically Proven Ways to Be Persuasive!", by Goldstein, Martin and Cialdini. It's a fascinating review of psychology research into how we make decisions. Chapter 14 gives an excellent example of the Monkey's Paw in action (albeit not specifically in a sales situation). More important, it gives a idea of why it is the technique works.

Matthew Gladwell's book, "Blink", is essentially about how our subconscious minds can make decisions and lead us to take actions, but it also discusses how inaccessible that subconscious process can be to us.

One example is the way top tennis players execute a forehand drive. A key part of the action is (or was) to use the wrist to roll the racket over the top of the ball on impact, so as to impart topspin. Gladwell quotes top tennis coach, Vic Braden,

"Almost every pro in the world says that he uses his wrist to roll the racket over the ball when he hits a forehand."

The trouble is, although high speed filming of a tennis pro's stroke shows that he or she does indeed do the wrist roll, it happens long after the ball has left the face of the racket. There really is a correlation between the wrist roll and an effective forehand, but it is not a direct causal correlation in the direction of roll-to-performance. It seems that being good at tennis tends leads you to roll your wrist for the forehand; but it is not at all clear that rolling your wrist for the forehand will make you good at tennis. Clearly something is making Andre Agassi a better tennis player than you or me; but rolling the racket over the ball isn't it.

I think we can learn from that in the field of computer programming.