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Episode 89 - The Attention Budget: What Apollo 13 Taught Josh About Cold Calls
In 1970, Apollo 13 was heading home with a problem. To re-enter the atmosphere, the crew had to power the command module back up, but they had an extremely limited electrical budget. Flip the wrong switches in the wrong order, and they'd blow it before they ever made it back.
Every cold call has the same problem. A prospect who doesn't know you has an extremely limited attention budget, and most sellers try to flip every switch at once: who they are, what they do, why they're calling, all in the first ten seconds. The system shuts down before it ever gets a chance to work.
Josh and Dave break…
The skinny
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