BRAIN SCIENCE for COLD CALLS

The March Issue of the SSC Newsletter is coming next week! I will be sharing a round-up of all the best sales content that blessed our feeds this month.

And as always: hot takes and more!

The 27-Second Method – DEEP DIVE

Your prospect's brain makes 35,000 decisions daily. I've made over 250,000 cold calls in my career, and here's what I've learned: More information doesn't equal better results. In fact, it often works against you.

Early in my career, I packed every opening with data, credentials, and rapport-building attempts. Sound familiar? Here's the problem - when faced with information overload, our brains automatically filter out what they deem non-essential. Your carefully crafted message isn't being rejected—it's being filtered before it's even processed.

Breaking Down Your Critical Windows

Filter-Breaking (0-7 seconds)

Your brain has evolved to ignore predictable patterns. That's why standard openings like "I hope this finds you well" trigger the brain's filter mechanism.

Instead of the usual opener, try this:

Sarah, three manufacturing VPs like yourself increased efficiency 32% last quarter by changing one process. Have a minute to learn what they did differently?

Trust-Building (8-17 seconds)

The brain processes trust signals before conscious thought.

Here's what matters:

• Voice tone carries more weight than word choice
• Demonstrated knowledge beats claimed expertise
• Brevity signals respect for time

Value-Signaling (18-27 seconds)

The brain constantly evaluates return on attention.

To maintain engagement:

• Connect directly to business outcomes
• Use voice-of-customer language
• Provide an actionable insight they can use immediately

Quick Wins for Your Next Call

1. Record your next three calls
2. Time how long before you deliver value
3. Note exactly when prospects engage vs. disengage

Common brain filters that kill calls:

• Generic openings trigger the "sales pitch" filter
• Too much information activates cognitive overload
• Lack of immediate relevance signals low priority

Your Challenge This Week

Time your opening statements.

Are you breaking through the brain's filters within 7 seconds?

Delivering trust signals by 17 seconds?

Communicating clear value before 27 seconds?

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