“Find something that’s actually relevant that you can tie back to your value prop or challenge that you help the prospect with.” – Jason Bay in today’s Tip 254
How much time is it worth investing in personalization?
Join the conversation below and go check out Jason’s LinkedIn post!
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today Jason Bay from Blissful Prospecting is back, a day earlier than usual, because tomorrow I’ve got a clip from a brand new Sales Success Stories episode for you. That, and this tip touches on a big topic and I didn’t want to wait another day to share it with you. Here’s Jason:
Jason Bay: One of the very controversial, I’ll say topics and prospect and right now is Personalization. There’s this whole personalization at scale concept of you know, do we essentially it’s the age-old debate in sales of quality over quantity and I believe that you should do both and this whole personalization at scale topics very controversial because people are talking about, I’m wondering like how much time is it worth investing in personalization and I think that’s one way of looking at it. I think the other way of looking at it too is let’s not look at personalization as like I need to find out what sports team this person likes or what they like to do in their free time. What if I just look for ways to add context to how I could help them. So I want to give you some examples of this because this will make this a little more applicable to what you’re doing. So these are two cold emails that I put on LinkedIn and I wrote to myself because I send a lot of videos for prospecting and I’m on a lot of podcasts. And one thing that is a big pain point for me is that it takes a long time for me to send these videos. So I’m going to send these emails through the lens of we have some sort of software that can help cut down the time it takes to personalize and send these videos. And also link to this on LinkedIn too. So check out the show notes you can see and all the feedback that people have because people kind of are debating me. You’re back and forth, which approach you should take. So here’s the email number one, same personalization in both emails. By the way, these first couple sentences it’s “Hey, Jason Heard you on the Sell or Die podcast. What you said about using videos to get the attention of busy prospects really stuck out to me.” Classic personalization and this is something you can use for any type of content that the prospect is featured on. You’re using their first sentence to save where you found them and then you’re using the second sentence to say what you got from that. The next paragraph goes into a value prop, “So our platform is used by top companies like Google, Amazon and LinkedIn. They’ve seen a 151% improvement in pipeline generation. We also have a 4.8-star rating on G2. Here’s a case study” with a hyperlink and then a call to action. “Can we chat for 30 minutes later this week or next?” It’s very typical of the emails that I see and get in a lot of reps that we work with send, they put in a value prop. They mentioned all these big companies for social proof they’ve worked with and they talk about the results that they’ve gotten. There’s no context into there about the platform or the call to action and how it can help me with the videos that I’m sending. So let’s look at another example. Same personalization again. “Hey, Jason Heard you on the Sell or Die podcast, what you said about using videos to get the attention of busy prospects really stuck out to me.” So again, same personalization. What we do here next, and by the way you can use this in a cold call too. It’s the same sort of messaging that you’re going to use. It says “Looks like personalization is a key part to your outbound success. One way [similar client] uses [platform] is to cut the research time for personalization in half. Thought it would be helpful for those cool videos you’re sending.” So this value prop isn’t really around increasing your pipeline. All that stuff is just saying, “Hey, you send a lot of videos. That seems to be a key part of your success and something you believe in.” And I am showing empathy here and that “Hey, this takes a long time to do. I thought it would be helpful for those cool videos you’re sending and can you providing context around who can. How you can help them.” And then the call to action is with sending your videos and half the time be worth a conversation. So instead of always going in for the meeting, it’s okay to ask an open-ended question at the end too and make it connected to what you used in your personalization. So again, here what you’re trying to do is not just pick out something unique about the person, their favorite sports team or some hobby that they’re into. Find something that’s actually relevant that you can tie back to your value prop or challenge that you help the prospect with. When you start doing this, it’s going to take longer. You might take 5 minutes, 10 minutes to personalize one of your emails to send out, but you can repurpose that email in your cold calls. So you can reference back to some of the stuff in later emails as well. But taking that extra time to provide context is going to make the email flow as if you were just writing it for them versus throwing it onto a template.
Scott Ingram: Make sure you check out Jason’s LinkedIn post about this. It helps to see what he’s talking about in writing and you can share your own thoughts in the comments as well. You’ll find the link at DailySales.Tips/254