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When you see a stat, ask "why is that?"

· Transparency

"Stop, drop and roll."

"Click it or ticket."

And my horrifically cheesy new one:

"When you see a stat, ask "why is that?"

But hey, when it's important, cheesy prevails.

So let's practice this new one.

How do you react when you see a stat like this one:

“It takes an average of 18 calls to actually connect with a buyer.”?

“Well, we better set up our cadences to make sure we’re not giving up too early”?


"Given that we, as human beings, are resistant to being unduly "sold to", the average call is just that...unwanted. There's a reason why the average prospect is avoiding for the first 17 attempts. Maybe, just maybe, we should take a different approach. Maybe we should consider campaigns designed to make our outreach a "give" instead of a "take". Maybe we should aim to build relationships with prospects, and be seen as valuable instead of annoying."

Ok, how about this one?

“Asking 15-18 questions over the course of your discovery call is only marginally more effective than asking 7-10. Aim for 11-14.”

Is your answer...“Welp, we should ask 11-14 questions.”

Or, do you say,

“Maybe we should figure out the ideal questions we should ask in order to make sure we’re helping the buyer on their journey...instead of trying to cram the number of questions we should ask into a stat”?

How about this one?

“Deals $100,000+ in ACV will take on average 3-6 months to close.”

Do you say, “We should put together a mutual action plan with our buyers that’s 3-6 months long, because that’s how long it takes.”


“Why should it take someone that long to make a decision on something? Maybe we should analyze our role in this. Maybe we’re not giving buyers the tools and the confidence in their decision through their interactions with us, and should do a better job of aiding the buying journey.”

When the research discovered that a product on a website with an average review score between a 4.2-4.5 sells better than a product with any other score, the answer wasn't, "Well, we should make sure our review score is between a 4.2-4.5."

The answer was, "Why? Why does having negative reviews right alongside the product itself more effective for a potential purchase that having nothing but perfect reviews? Does imperfection sell better than perfection in human-to-human selling, versus when a website is acting as the salesperson?"

When you see a stat, ask "why is that"? Don't just react. Apply it to your situation. Seek to understand the cause.

Forcing your approaches into stats or "this is a best practice, so we should do it that way" or "this worked once, so let's never change" are mindsets that (a) drive me insane, but more importantly (b) are not focused on how YOUR specific buyers think, evaluate, decide and buy.

Reach out if you are looking for a speaker or training workshop for your organization, or just want to nerd out on some of this stuff. Email to, or you can just reach out or follow me on LinkedIn or Twitter, too.

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