Andy Paul shared this with me a few weeks ago and it really stuck.

Persona-based prospecting has its fallacies.

It doesn’t account for two biases that can really hurt our prospecting efforts:

🧠 Confirmation bias

The tendency to search for, interpret, favor, and recall information in a way that confirms or supports one’s prior beliefs or values.

Ever make an assumption before you reach out to a prospect?

You look at their LinkedIn and make assumptions based on their age. Or where they went to school. What you think their demeanor is based on where they live.

Those assumptions then reinforce your apprehension to prospect in the first place. They lead you to believe that this person is so important or busy that maybe you shouldn’t call them. An email or two will do.

🧠 Recency bias:

A cognitive bias that favors recent events over historic ones.

This happens when we assume the next 10 CxOs we reach out to will be exactly like the last 10 CxOs we reach out to. Which is hardly ever the case.

Completely different people in different businesses with different situations.

Instead of being assumptive, bring curiosity into your approach.

Don’t prospect to a persona. Prospect to the person.


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