“I really try and focus on extreme personalization. So something that you can tie directly to the client that I’m trying to reach.” – Jonathan Ball in today’s Tip 1452
Are you doing extreme personalization?
Join the conversation below and check out the full interview with Jonathan!
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes in the form of a clip from my most recent interview on the Sales Success Stories podcast with Jonathan Ball, the top seller at Tempus Labs. Listen to this:
Jonathan Ball: In this world where we’re just so into these CRM softwares and how can we optimize lead generation and how can you send a thousand emails and how can we like to streamline that message. I’m actually the opposite here and it’s a little unconventional, my approach, but when you’re selling something that’s not a commodity. I really try and focus on extreme personalization. So something that you can tie directly to the client that I’m trying to reach, whether it’s predominantly what we do is I sell real-world data to large pharmaceutical companies to help fuel drug development.
There’s a lot of personalization that is involved in that, right? Because every company’s, target, molecule, drug, it’s all different. So there’s no right way to, I guess, say, write a three-sentence email that’s going to generate XYZ attrition from customer attainment. So I found extreme success when I actually lowered my volume of emails significantly, but had a hit rate of like 50 or 60%. And it’s funny, I got an email yesterday because we’re doing our year-end rankings and I was ranked dead last in the amount of emails, but number one in revenue and bookings.
So it’s one of those correlations where it’s like if you’re trying to do performance metrics at your company, it’s a head-scratcher. Wait a minute. Everything that we’re used to seeing a success is like this is opposite, but all that’s telling you is that it’s just more efficient. So me taking the extra time and I’ll be honest, I’ll probably reread an email about 15 times before I send it and maybe that’s a little bit of my OCD and perfectionism, but the other element of that is it’s just extremely personalized. So I think that that is a huge contributor in my success, at least one of my top.
Scott Ingram: For links to my full conversation with Jonathan and to connect with him directly on LinkedIn, just click over to DailySales.Tips/1452. Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!