3 Expert Insights About Pattern Interrupts in Sales Outreach (October 2024)

Pattern interrupts are special techniques that break the ‘usual way’ of doing business, behaving, thinking, etc.

One famous pattern interrupt was Apple’s “Think Different campaign from 1997. At a time when many tech ads focused on specs and functions, Apple turned to a focus on creativity and innovation. 

In sales and marketing, you can use pattern interrupts to throw off a prospect’s typical routine response to sales outreach. With the right framework, such as the Justin Michael Method, pattern interrupts make prospects more receptive and likely to engage with your messages.

Here are 3 expert insights featuring different pattern interrupts you can use to disrupt your current outreach and improve your results.

Use website visitor data as a signal, not for personalization

In Florin Tatulea’s opinion, using website visitor data to personalize emails really only works if you’re selling software that tracks web visits.

The last thing a person expects to see in their inbox is an email that says, “Hey, I know you visited our website…” (ominous music sounds).

Instead, sales teams should treat web visits as simply another intent signal that suggests a person might be interested in your product. At most, it should trigger the team to start doing a bit of research into the lead’s industry, company, role, and potential pains for use in a future GTM play.

But you shouldn’t use web visitor data to personalize cold emails.

How you can apply this

Here are some ways for you to smartly use data from website visitor tracking:

• Prioritize high-intent accounts – Different web pages signal different levels of intent. For example, a company’s pricing page is a sign of high intent while the home page is usually low intent. You can then prioritize outreach to prospects who checked high-intent pages.
• Personalize emails based on page visits – By knowing which pages a prospect visited, you can tailor your email content to match their interests. If a lead visits your pricing page, you can focus your emails on cost benefits, efficient spend, and budget concerns.
• Watch return visits – 1 visit is random. 2 visits is coincidence. 3+ visits is a sign they’re interested. The more they visit your page, the greater the likelihood they’re considering your product. This might be a good time to send a first-touch email (but don’t mention you’re tracking visits!).
  • Bonus tip – If leads visit your pages multiple times without filling in any form (demo sign-up, guide download, etc.), you might want to review your pages and see if the designs, buttons, and CTAs need a revamp.

Why is this a pattern interrupt?

Many SDRs fall into the trap of using any data they have for personalization. But not all data is good data.

Of the many intent signals you can possibly reference in sales outreach, website visits is probably the worst. It’s akin to someone looking over your shoulder at what you’re doing.

No one – and repeat – no one likes this. But that doesn’t stop people from using it.

This pattern interrupt might seem like you’re just using common sense, but you’d be surprised just how hard it is to follow the rule “less is more” in sales emails. Especially if you’re one to copy-paste sales templates with minimal effort at tailoring.

Explore other channels & roles before talking to decision-makers

In Yurii Veremchuk’s experience, decision-makers won’t chime in or say they’re the decision-maker. You’re free to ask, but they might not (or probably won’t) give a direct answer.

So why ask?

That’s why if you’re running cold email campaigns, he shares three tips on how to approach decision-makers:

• Use company-level personalization for higher-ups and interest-level for less senior roles
• Contact lower roles as part of your lead research
• Try another channel so you don’t get lost in inboxes  

How you can apply this

Here’s how to use this insight for your email outreach:

• Speak to SDRs before C-level & directors – Ask them about the company’s goals, and use those answers to draft a script for an actual decision-maker. Make your message about solving the challenge, reaching the goal, and avoiding the cost of inaction.
• Try connecting with leads over text, WhatsApp, or another channel – Generally speaking, DMs are less crowded than inboxes. Some tools like AiSDR even provide the ability to find phone numbers and LinkedIn profiles, in addition to standard email addresses.
• Avoid overused follow-ups – Feel free to interrupt the typical pattern of follow-ups with a unique spin, like an AI meme, AI video, or some other interesting visual. Try to avoid “Any thoughts?” and “Just checking in, but…”

Where is the pattern interrupt?

This insight is actually a 2-for-1 combo of pattern interrupts.

Pattern interrupt #1

Sales teams have a lot of quota to meet and not much time to do it. It’s more time-effective to cut to the chase and directly ask your lead, “Who’s calling the shots?” or “Who do I talk to?”

This is where the first interrupt happens. Instead of jumping to the question, you can have conversations with junior and mid-level roles to find out more about the company, what are the strategic objectives, and what are the company’s actual challenges.

That way, when you do reach the decision-maker, you can have an actual gameplan with relevant, concrete plays in hand as opposed to your standard playbook (which might not even have a good play).

The drawback of this interrupt is that it is time-intensive. However, the quality of your conversation with the decision-maker should be higher quality than if you went the traditional route.

Pattern interrupt #2

This interrupt is fairly cut and dry. 

Instead of connecting with decision-makers over email (which is standard practice), you’re reaching out via channels like text and WhatsApp.

The challenge here is that while you’re more likely to cut through the noise of competing messages, some people may take offense at being contacted over non-email channels.

Overcome objections by telling people they’re right

According to Josh Braun, overcoming objections is always a no-win scenario for two reasons: (1) you’re telling people they’re wrong; (2) people don’t like being told they’re wrong.

Instead, agree and tell people they’re right. Then ask them about:

• What they liked?
• What was a possible problem?
• Have they heard of your solution? And why didn’t they choose it?

This approach draws out the reasoning behind a person’s thoughts, and makes it easier for you to convince them to give you a try.

How you can apply this

Here’s how to use this insight for your sales conversations:

• Validate the prospect’s point of view – We’re not necessarily saying the customer is always right, but acknowledging their perspective or situation while highlighting the benefits shows you understand their point and respect their decisions. People won’t buy from software vendors with whom they have poor buying experiences.
• Stay neutral in your early approach – It’s common to want to highlight all the cool features of your product, but that won’t work in this case. The people you’re talking to already have a solution, which means you’re in an uphill battle. So instead of pointing out flaws directly, ask questions that subtly guide prospects to identify their existing problem.
• Train AI to handle objections in this manner – If you’re using an AI SDR or another AI writing solution, you can configure the AI to respond to customer objections like this.

Where is the pattern interrupt?

This pattern interrupt is simple – you’re just telling prospects they’re right. 🙂

Most salespeople overcome objections by trying to refute a person’s response. For example:

Buyer: We don’t have the budget.
Seller: We have a cost-friendly plan for small companies and start-ups.

Buyer: We already use [X] software.
Seller: [X] costs $$$. This means you can save $ if you switch to us.

However, people don’t always respond positively to this approach. 

That’s why this interrupt works. Buyers expect you to refute them, but then you agree, and because you agreed, they leave you an opening to continue the conversation.