Walking Away From the Herd Mentality in Sales

I’ll never forget my first day in sales. I was on a cramped team with ten other fresh SDRs, all of us holding the same scripts and call lists. "Stick to the script," they told us. "Make x calls/emails a day. Sales is a numbers game." But after weeks of dial-tone monotony, a light bulb went off—I needed to be different. The script was holding me back, and more importantly, it was boring the people on the other end. So, I tried something new. I sent personalized emails, handwritten notes, and even a few quirky gifts (yes, a few Dunkin Donuts cards went a long way). Suddenly, prospects responded. They remembered me. And more importantly, they converted.

In today's market, where sales pitches are as common as spam, it’s those daring enough to break the mold who drive real results. Here are some unconventional strategies I’ve learned that have helped me with standing out from the crowd.

The Case for Differentiation in Sales

• Market Saturation: If you feel like you’re competing with thousands of other reps using the same tactics, you’re not wrong. Research shows that traditional sales tactics are increasingly losing their effectiveness. For instance, with open rates for sales emails hovering around just 20-30%, it’s clear that standard outreach isn’t cutting it.

• Buyer Psychology: Humans are wired to notice the novel. When every other message looks the same, being different makes people pause and take notice. Differentiation isn’t just about being unique; it’s about engaging potential customers in a way that resonates.

• Business Impact: Implementing these out-of-the-box sales strategies won’t just set you apart—it will help you build genuine connections that create trust, increase brand loyalty, and ultimately drive conversions. Different is memorable, and memorable drives results.

Strategy 1: Master Copywriting and Content Marketing

In today’s world, the lines between SDRs and marketing are blurring. Great salespeople are also great marketers, and content is their secret weapon.

Example: I once saw a colleague publish insightful LinkedIn articles on common industry pain points, which then became conversation starters in emails. This not only drove engagement but also positioned them as a trusted industry voice, leading to inbound inquiries they hadn’t even sought.

Practical Tip: Blend storytelling into your outreach. Instead of pushing a hard sell, share success stories, industry insights, or even lessons from a failed campaign. This isn’t just selling; it’s humanizing.

Strategy 2: Attend In-Person Events Despite the Remote Trend

Yes, remote work is here to stay, but recent studies suggest that more people are craving face-to-face interactions. There’s something about a handshake, an unforced laugh over coffee, or the energy of a live event that no Zoom call can replicate.

Example: During an industry lunch-n-learn event, a small chat about our chickpea bowls turned into an insightful conversation on how we helped out another company that was adjacent to what the prospect’s company does. A  week later, they decided to get on a disco call with us . This shows that in-person interactions build a type of trust that emails or calls often can’t.

Practical Tip: Plan to attend a few key industry events each year. Before you go, research the attendees and map out a few goals for the event. The effort will pay off in unforgettable connections.

Strategy 3: Execute Fun, Themed Campaigns

Sales doesn’t always have to be serious. In fact, a little fun can go a long way in breaking through the monotony of traditional outreach.

Examples:

• Holiday Letters: For the holiday season last year, I sent handwritten letters to my most engaged prospects. It was simple, personal, and surprisingly effective. Plus, it helped me express my inner holiday joy!

• Dunkin’ Donuts Cards: For prospects who frequently engaged with my emails, I sent a virtual coffee invite with a Dunkin’ gift card. It turned a cold email into a warm introduction that converted into a $60k deal.

• Hawaiian Shirts for Summer: Something you can try that I wanted to do is send Hawaiian shirts to select prospects with a note about "bringing the vacation to them." This will be great campaign to do during the infamous summer vacation season.

Practical Tip: Think about a campaign theme that reflects your brand’s personality or the season. Make it genuine and memorable. People respond to creativity, and it’s often what sets you apart from the hundreds of other emails and calls they get.

Strategy 4: CC Executives/Senior Prospects with Custom Case Studies

When you send tailored case studies to decision-makers, you’re not only showcasing your value but also sparking internal conversations that can speed up the sales process.

Example: By crafting a customized case study and CC’ing executives on a observation or problem that I identified and how solution could help them, I generated internal buzz that opened doors within a company. This approach led to quicker decision-making and got the attention of multiple stakeholders.

Practical Tip: When CC’ing executives, be sure your email highlights their specific needs and concerns. A targeted case study shows that you’ve done your research, making it harder for them to ignore your outreach. Note: Of course, this strategy is meant for your key accounts that are likely to convert. It's not advisable to do this with every account you target.

Strategy 5: Engage Authentically on LinkedIn

LinkedIn isn’t just for profile-stalking—it’s a place to build genuine connections. Liking, commenting, and sharing your prospect’s content shows you’re interested and engaged.

Example: I once connected with a prospect by regularly engaging with their posts over several weeks. When I finally reached out, they knew my name, and the conversation was warmer and more open than any cold email/call could have achieved.

Practical Tip: Set aside time each day to interact on LinkedIn. Comment thoughtfully on posts, ask questions, or share your insights. Authentic engagement can open doors that would otherwise remain closed.

Conclusion

When everyone follows the same playbook, it’s us the rule-breakers, the creative thinkers, and the bold who drive real results. Differentiate yourself by being unconventional in your outreach, and you’ll soon find that standing out is much more than a strategy—it’s a pathway to success.

Ready to stand out and drive results? Pick one of these strategies, try it in your outreach this week, and see how it changes your game. After all, blending in is easy, but bringing in new business and forming impact connections with your prospects is what truly matters.