'Because' and the Stanley Milgram Method

Harnessing the magnetism of a single word in your sales outreach might seem too simple a concept to have a profound effect on conversions. But then, "because" isn't just any word. This seven-letter wonder not only provides explanations but can, if deployed wisely, be a powerful tool in garnering a positive response. Its testimonials aren't anecdotes but scientific realities researched and documented by Stanley Milgram, the psychologist known for his groundbreaking experiment on obedience to authority figures, in the mid-20th century.

In the 1960s, Milgram carried out a series of psychological experiments that demonstrated that a request made with a reason is more likely to be accepted than the same request without a stated reason. Famously labelled the "Because" experiment.

To demonstrate, let's play out a scenario. You're at a busy coffee shop and need to get in line to order your jitter juice. A person comes up and says, "Could I jump ahead in line because I'm in a hurry?" Now, you may not like being nudged back, but the reason given tugs at your internal strings of empathy. Chances are, you would let the person adelante. Had the person simply said, "Could I jump ahead in line?" sans a because, the chances of a favorable response quickly slide down.

For sales development reps, who deal with the daunting task of cold outreach via calls, emails, or LinkedIn pitches, incorporating "because" could be the difference between being sidelined in unread messages or snowballing into a potential lead conversion.

A cold call, for instance, might traditionally start with a scripted greeting, and then a segue into some helpful tips or sharing analytic reports. Instead, offer a nugget of information tailored to the prospect's needs. For instance, "I noticed a regional trend possibly affecting your operations, I wanted to provide actionable insights because it could improve your revenue." The reason shores up their interest, piques curiosity and lays a foundation of trust.

The famed word also works well in cold emailing. Let's consider its usage in the context of the 6 principles of persuasion by Dr. Robert Cialdini: Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus.

Embed "because" in the body of the email to provide a compelling reason why the recipient should invest time in meeting a sales rep. Use the principle of scarcity. For instance, "We're offering a limited-time neural network system because we intend to improve efficiency for enterprises like yours.”

Using "because" in LinkedIn messaging could be a game-changer too. Using it with the principle of consistency can create a powerful message that pulls at the prospect's commitments. For instance, "Our software promotes clean energy because your company is committed to sustainability, and together, we could make a significant impact."

The power of "because" rests on the psychological principle that we are more likely to comply with a request when offered a reason. It can work as an affirmation of the prospect's control over the situation. Armed with "because", SDR managers and directors can navigate through the turbulent sea of cold outreach and come up ahead.

So, as we step into new frontiers of sales outreach, the importance of understanding psychology becomes paramount. The red seal of approval in our hands may well be the word "because", an astonishing revelation from Milgram's method. It's not just a conjunction anymore. It’s a crucial component of our persuasion equation.