Cold call: the function of the reptilian brain

Cold Calling: Don't Show Off How Smart You Are

During cold calls, many of us feel the urge to showcase our expertise, hoping to convince potential customers of our capabilities. But the real key to effectiveness in cold calling may lie in a place you wouldn’t immediately expect: the reptilian brain.

“You’ll have to convince the ‘dumb brain’ first before the smart brain is willing to listen.”

The Reptilian Brain and Decision-Making

When you first reach out to someone with a cold call, you have only a few seconds to capture their attention and make a lasting impression. At this critical moment, it’s not the rational part of the brain that makes the initial decisions, but the reptilian brain. To understand how we can tap into this, let’s take a closer look at how it works and its characteristics.

What Is the Reptilian Brain?

The reptilian brain, also known as the basal ganglia, is the oldest and most primitive part of our brain. It is responsible for primary survival instincts such as fight, flight, or freeze, as well as territory and dominance.

Fast and Instinctive: The reptilian brain reacts to information at lightning speed. It immediately—and often unconsciously—assesses situations based on safety and reward.

Simplicity and Clarity: The reptilian brain prefers simple, direct messages. Complex arguments or too much information can overwhelm or distract it.

Threat vs. Reward: The reptilian brain is constantly on the lookout for threats or rewards in the environment. In a sales situation, for example, it interprets the potential benefits of a product as rewards and possible drawbacks or risks as threats.

The Reptilian Brain in the Context of Cold Calling

If you want your message to resonate with the reptilian brain during a cold call, here are a few strategies to consider:

Direct and to the Point: Start the conversation with a clear and direct statement that is relevant to the listener. For example: “I know how you can save 30% on your IT costs.”

Using Emotion: Because the reptilian brain responds to strong emotional stimuli, using emotional words or scenarios can help capture attention.

Avoid Overkill: Too much information or overly technical details can backfire. Focus on the core message and keep it simple.

Stimulate Curiosity: The reptilian brain is naturally curious. Questions like “Do you want to know how?” can spark interest and encourage the listener to find out more.

A Closer Look at Three Approaches

Given the importance of the reptilian brain, how do the following cold-calling strategies relate to this primitive thought structure?

Option 1:

1a. “We’ve noticed that salespeople waste a lot of time because they can’t get in touch with the right contact person.”

1b. “How do you know what your salesperson’s net call time is?”

Reptilian Brain Analysis: The fact stated in 1a outlines a clear and immediate problem, which the reptilian brain may perceive as a “threat” to efficiency. The question in 1b encourages reflection on how to identify and potentially solve this problem.

Option 2:

2a. “We’ve noticed that salespeople waste a lot of time because the receptionist doesn’t transfer their calls.”

2b. “Many people have tried this—a commonly used solution—and found that it doesn’t work.”

Reptilian Brain Analysis: This approach emphasizes a contrast, which triggers the reptilian brain by highlighting the clear difference between an ineffective approach and a potentially effective solution.

Option 3:

3a. “80% of IT companies have trouble attracting sales hunters.”

3b. “Are you open to an unconventional way of working if it’s effective?”

Reptilian Brain Analysis: The fact stated in 3a points to a widespread problem that triggers the reptilian brain. The question in 3b stimulates interest and curiosity, which can lead to a positive response.

Conclusion

Although it can be very tempting to showcase your expertise and knowledge during a cold call, it’s often more effective to appeal directly to the listener’s reptilian brain. By being direct, clear, and relevant in our approach, we increase the likelihood that our message will resonate and result in a successful cold call.