insane
Imagine this dialogue:
Salesperson: “We have the best product in the world!”
Prospect: “Wow, cool. Who have you beat?”
Salesperson: “Nobody.”
Prospect: “How do you know your product is the best then?”
Salesperson: “We said so.”
You’d think that salesperson was insane.
Yet salespeople sound like that all the time:
“We’ve discovered a breakthrough in failed payment recovery.”
“We have the best B2B contact data.”
There's a vibe of “We’re perfect.” “I know what you need. Let me give it to you.”
Perfect sound like an ad.
Imperfect feels relatable.
Scientists don’t sound like that.
Scientists come from a place of not knowing.
They generate a hypothesis, test, evaluate, and revise to find more truth.
Scientists don’t toot their own horns. They're more chill.
They inquire without trying to lead the prospect to a desired answer.
They're indifferent to the outcome.
Scientists sound like this:
“Josh, It looks like you have a few courses. Was wondering, are you using internal resources or an outsourced team to recover failed credit card payments?”
Why does this matter?
Prospects are skeptical of salespeople who promise the moon and the stars. Why? There’s no trust.
Prospects know salespeople cherry-pick stats to prove a point. They know you have a vested interest.
The takeaway?
You’ll build way more trust by coming from a place of not knowing than you ever will by coming from a place of knowing.
Sell like a scientist.
Josh Braun
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