--- title: On Breaking and Establishing New Patterns | The Sales Blog description: "Here’s a pattern: You compete for your prospect’s business. You make it to the presentation stage. They say they like you a lot, but you cost more than your competitors. You lose the business. Here’s another pattern: You call your dream client to check in each quarter. They tell you nothing’s changed. You ask them […]" image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2013-01-05-at-7_58_21-PM.png --- ### [Now booking SKO meetings for 2026/27! 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You make it to the presentation stage. They say they like you a lot, but [you cost more ](http://thesalesblog.com/blog/2013/01/03/youve-found-the-bottom/)than your competitors. You lose the business. Here’s another pattern: You call your dream client to [check in](http://thesalesblog.com/blog/2012/06/26/an-open-letter-to-those-who-make-check-in-calls/) each quarter. They tell you nothing’s changed. You ask them if it’s okay to call them and check in again in another quarter. They happily agree. Here’s one more pattern: Your boss is a jerk. He doesn’t understand that it’s not your fault that you aren’t producing results. [He tries](http://thesalesblog.com/blog/2012/07/18/why-your-sales-manager-wants-you-to-make-more-calls/) to get you to change what you’re doing. You quit and get a new boss. The new boss is a jerk. #### The One Thing You Can Change The common denominator in each of these patterns is [you](http://thesalesblog.com/blog/2012/12/28/the-value-creators-code/). If you continue to do the same thing over and over again, you will produce the same result over and over again. The only thing that you have any real ability to change is you. And how lucky we are that this is true. You can break unhealthy patterns at any time you choose. You can stop doing what you are doing when it isn’t working and do something different instead. #### Establishing Virtuous Patterns Here’s a different pattern: You win your dream client. You solve their problems and they’re happy with you. Instead of becoming complacent, you bring your dream client a [new, unsolicited, value creating idea](http://thesalesblog.com/blog/2012/06/23/give-your-clients-something-to-talk-about/). Your dream client is even happier. You repeat this every quarter. Here’s one more pattern: You call your dream client and they refuse to give you their time. You nurture them by providing them an actionable, valuable idea or insight. They still refuse to give you the time of day. [Nurture](http://thesalesblog.com/blog/2012/06/30/start-paying-the-price-for-what-you-want/). Nurture. Nurture. Nurture. Your dream client is dissatisfied. They agree to meet with you. We fall into patterns. Some of them are vicious. Others are virtuous. To break unhealthy patterns and establish new ones, you have to change what you’re doing. #### Questions What are some of the patterns that you have fallen into that don’t serve you? Are there any patterns that you’ve adopted that served you at one time but that no longer serve you now? What are the healthy patterns of activity that are producing results for you now? How could you do even more of what is already working? Who has a pattern that you can follow to produce the same result they’re producing? What’s that pattern? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on January 5, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-06-16T3:23:39 PM", "datePublished" : "2013-01-05 20:07:21", "description" : "Here’s a pattern: You compete for your prospect’s business. You make it to the presentation stage. They say they like you a lot, but you cost more than your competitors. You lose the business. Here’s another pattern: You call your dream client to check in each quarter. 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