Back in 2013, the New York Times ran an article called The Busy Trap suggested that some people use busyness as their default response to push unwanted people out. I want to come clean and say that I suffer from the busy addiction syndrome. I feel anxious and guilty when I’m not working or doing something to promote my work. I have created a big ambitious monster that follows me around, eats away at my fun side, and keeps me from doing many things.
So I know all about people who are busy or how they choose to be busy. As the author says, “busyness serves as a kind of existential reassurance, a hedge against emptiness; obviously your life cannot possibly be silly or trivial or meaningless if you are so busy, completely booked, in demand every hour of the day.”
Sound like any prospects you know? The decision-makers or power buyers—that elusive bunch flanked by gatekeepers—that you so desperately want to get into contact with are, make no mistake, experts at being too busy. Too often, it’s the No-Po’s (the people with No Power and No Purchase Order) that have all the time in the world to talk with salespeople—they’ll do lunch, calls, even brainstorming, because they like to chat it up. But that’s a time vortex inside sales reps need to avoid and it actually prevents access to those ever-busy power buyers.
But guess what? They’re not THAT busy.
Think about it:
- They’re not too busy to check their text messages
- They’re never too busy to say YES when they want something NOW
- They’re not too busy to sit in on long, unproductive forecast meetings
- And they’re not too busy to watch videos or surf ESPN while they’re on calls.
So next time you are reluctant to contact the real decision-makers, don’t be discouraged by their busyness. Instead, be encouraged to call: They might just be looking for a memorable interruption with regards to customer 2.0.
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