Let’s be honest — the moment a buyer senses they’re being sold to, their guard goes up.

It’s not necessarily your fault. Most people have had more than one awkward or pushy interaction with a salesperson in the past. So when they hear familiar language, tone, or tactics, they mentally check out — even if you’re not like the others.

That conversation might be over before it ever really begins.

Here’s the kicker:
If you sound like every bad salesperson they’ve ever met… why are you surprised when they treat you the same way?

If you want to be treated differently, you have to act differently.

That’s where pattern interrupts come in.

What Is a Pattern Interrupt?

Humans are wired to recognize patterns. They help us feel safe, predict outcomes, and speed up decisions. But they can also cause us to tune out — especially in conversations that sound just like all the others.

A pattern interrupt is about breaking that predictable flow.

It’s about shifting momentum.
It’s about disrupting the script — so you can actually connect.

You can use a pattern interrupt at the very beginning of a conversation or right in the middle when things feel off. The goal?
Defy expectations to earn the right to a real conversation.

And here’s the payoff:
More real conversations = more sales.

Sounds Crazy, Right? Sell More by Being... Less Convincing?

This idea flips a lot of traditional sales beliefs on their heads.

Most salespeople are trained to be convincing.
- Persuasive.
- Skilled at overcoming objections and closing hard.

- And listen — sales managers love those traits.
But we’re not selling to sales managers.

We’re selling to real people.

And real people don’t want to be pressured. They want to feel like they’re buying on their terms — not yours.

Here’s the truth:
You can’t convince anyone of anything.
You can only help them discover it for themselves.

That shift in mindset changes everything.

The Pendulum Theory: Shifting the Pressure

In the Sandler Selling System, we teach that your job as a salesperson isn’t to push — it’s to explore.

One of the best tools for doing that is something David Sandler called the Pendulum Theory.

Here’s how it works:

As a salesperson, you should always stay on the left side of the pendulum. That means you’re never trying to match or beat a prospect’s energy — you’re intentionally pulling back.

If they’re overly positive, you stay a little skeptical.
If they’re neutral, you go a little negative:
“I get the sense there’s no way you’d change suppliers right now. Is that fair?”
If they’re negative, just ask:
“Is it over?”

That’s it.
No push. No pitch. No pressure.

By doing this, you take the tension out of the conversation.

You stop trying to convince… and give them the space to convince themselves.

And the bonus? You get to “no” faster if that’s where it’s heading. That means more time spent with people who actually want what you’re offering.

This Is the Power of a Pattern Interrupt

More truth.
Less pitch.
More discovery.
Less convincing.

That’s the shift. That’s the power of acting different — and being treated differently.

Want to Build Your Own Pattern Interrupts?

I’ve pulled together some tools and examples to help you think through your own pattern interrupts and start using the pendulum approach in your conversations.

They’re designed to help you:

✅ Break away from sounding like “just another salesperson”
✅ Build more real trust, faster
✅ Qualify (or disqualify) leads without the pressure

If you want help applying this in your world, let’s talk.

Why Buyers Shut Down (and What You Can Do About It)

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