If you do it wrong, personalization will alienate your customers. And even if you are successful with the strategy, they may see it as an annoyance.

You only have one chance to make a good first impression, and that’s by doing an excellent job and making it hyper-personalized.

You won’t be happy with just okay or good. I’m going to walk you through everything that will get your outreach better and more personalized.

So strap in as we cover hyper customization in sales and all of these:

  • Personalization is a hot topic in many workplace environments, and there seem to be many inclusion initiatives to help diversify the job market.
  • Building the System
  • The 3 Parts of Personalization
  • Companies need to make sure they are hyper-personalizing their customer experience.
  • Scaling Your Personalization
  • How to Stand Out
  • Artificial intelligence algorithms will be able to predict your preferences and adjust the content they show you accordingly.
  • Be Buyer Centric

The Current State of Hyper Customization in Sales

When I think about personalization in 2020, one of the first things that come to mind is epic fails.

How many of you have received an email like this?

Dear {{first.name}}

The seller sent you an automated message, and it reminded you that they’re using automation to communicate with potential clients.

How did that make you feel?

Why are so many companies focused on diversity?

This is the downside of modern sales, that both buyers and sellers feel like they’re just a cog in the wheel.

It’s time to stop this madness, people!

There’s a bright side to this: it gives you an opportunity to stand out. Artificial Intelligence and machine learning haven’t passed the Turing test (even though I want to believe that my emails have).

I recently spoke with a CEO, and he said that the most important thing to him is”

“Writers are being replaced by machine-written emails. Once that happens, there should be a warning label on them to warn readers of what they’re reading.

Instead of relying on AI, we need to use our own words and voices when communicating with prospects. It can help if it’s scaled but we should be careful not to rely too heavily on it.

But let’s learn how to do it the right way instead.

Building the System of Hyper Customization in Sales 

To scale your outreach, you need to have a system in place so that it’s seen by more people.

If you don’t take the time to personalize your email, it won’t matter how long or hard you work on it.

You can use automation tools to your advantage by making sure you’re contacting the right people. Automation is helpful for email and phone calls.

Once you start scaling your outreach, it becomes even more important to have a system in place. I’ll go over that later.

The 3 Parts of Personalization at Scale

When it comes to personalization, you need to have the three heads of Personalization- Relevance and Timing. You need these things in everything that you write.

In this article, I’ll be focusing on the importance of timing and relevance in your message. However, personalizing it can also help you stand out.

this is what most sellers fail to do.

I am trying to sell you a car that can drive on both land and water.

There were things about you that I didn’t know, like how much you hate the sea and get seasick.

I didn’t know you just bought a new car.

You just bought a new home and are saving for your wedding.

When this happens, what are some things we can do as sellers?

We start to emphasize the positive aspects of our company, like its benefits and features.

The Amphibious Kit has improved its core technology. It can now go deeper in the ocean, and it also comes with a faster outboard motor. But there’s more” They launched sonar to detect oncoming boats, jet skis, and sharks.

What’s the problem here?

Personalization is important, but if the prospect doesn’t need what you’re selling they won’t buy it.

Amazon is excellent at marketing to their customers. They are great at personalizing recommendations based on what they already know you like, and because of the data tracking, they give your perfect recommendation when it’s needed.

The Importance of Hyper Customization

Most sellers are focused on personalizing their content, but they often don’t go far enough to really stand out.

The more a website can be customized to the user, the better. In 2035, there will probably still be people coming back for updates and content that is tailored just for them.

Podcasts are a great way to learn about topics without having to read through lengthy articles.

“I noticed in your talk that you talked about the challenges of scaling remote sales organizations. Our intranet integrates with all legacy systems to make them easier for people like you, and it also helps boost morale. Learn how Some Hot Tech Startup increased productivity by 115%.”

Let me tell you about a time when this happened to me.

I heard about new technology that I was unfamiliar with, so I called the CMO on her office phone number.

I suggested that they should prompt people to download the app when booking a stay, and then track them with GPS. This way it would be top of mind.

If I’ve already downloaded the app and registered my key, it should automatically link me to that specific section of the app when I check in digitally. When I walk into a hotel, all I need to do is find out what room number it’s at and *click* on the door handle.

Seamless!

In my opinion, the best way to convince people to download and use this app would be by making it free. This is a solution I thought of for this problem.

I share this detail because of a crucial rule that follows”

When you personalize, it has to be something that is unique and solves a problem for your customer.

That helps you to reach hyper-personalization.

Tie your personalization to the value that you know your product or service will create. (It might be money, it could save them time, they’ll have more security with this change.)

Scaling Your Personalization in Sales 

Now let’s make this bigger! But there are some serious speed limits we need to consider first. So, before you do something too fast and get in trouble, take a look at these.

Test Your Speed Limits

LinkedIn limits you to 75 custom connection requests per day and 50 InMails a month on LinkedIn Sales Navigator.

Gmail should be limited to 150 emails per day, or you can create multiple accounts.

If you are manually dialing, the data set limits your options. You’ll need to find a high-quality cell phone and direct numbers in order to get that information.

AB Testing for an Even Better Hyper Customization

You can only send so many messages or emails a day, so you want to make sure that the one’s you do send are compelling.

AB testing is important to see if pay and commission structures work for everyone.

When you’re scaling a personalization strategy, it can be difficult to know if it will work or not. In order for the new mechanic to have any effect on sales, try running the sequence with 100 prospects and see how they react before trying again with 1000

LinkedIn has a function that allows you to connect with people who are similar to your ideal customer profile.

A Power User

It’s important to learn how to use your automation tools, which includes programs like Outreach, Salesloft and XANT. Some of these systems offer trials so you can try them out before deciding on a system.

Custom fields are saved bits of information that could be used in the future. They can also be shared with other people.

For example, once an SDR is writing emails and programming sequences and cadences they can just go to a library of great FUD words that will add the perfect emotional kick in their email.

Outreach allows you to customize the data and create custom sequences based on that data.

Lars Nilsson, the co-Founder of Sales Source, did this when he was in charge of worldwide sales development at Cloudera. Technographics is one way they can do hyper-personalized email with firmographic and psychographic information layered on top.

The Level of Hyoer Customization Must be Determined

When you’re scaling personalization, it can be difficult to determine just how much of the email should be personalized. Jeremey Donovan at Salesloft typically looked at a sample size of 6 million emails and found that around 20% needs to be personalized.

I divide my prospects into tiers. I focus a lot of time on the top 50 dream accounts and then automate things with 150 other accounts that are still getting attention.

Here is what this might look like:

This is fully automatable:

I noticed that {{company}} recently increased their headcount by {{custom_1 = employee increase}}, which is a sign of explosive growth. We find this poses integration challenges for RevOps, and it looks like we are both interested in the confluence between Sales and Marketing Operations.

With more companies focused on diversity, it is easier to find a job with these types of organizations.

Justin, I noticed you like guitar and quantum physics. It looks like we both know Jeremey Donovan on LinkedIn.

Automate LinkedIn

LinkedIn is a lot more difficult to automate than email, and for good reason. Companies like Skylead.io and AmpleMarket are working on this problem but it can be risky because there’s always the chance that LinkedIn could ban you if they find out.

First, these types of tools violate the terms of service when you use them. You will also get your account suspended or shut down if they are detected.

The bigger issue is that LinkedIn automation technology often sends messages at the wrong time and it’s a dead giveaway.

I often get strange LinkedIn messages that look like a really pushy email with bullet points and then an immediate reply.

2:05 PM – Hey Justin, sounds like we may be interested in the same type of work. Let’s connect! (looks strange)

Hi, I saw you had an ad on our website and wanted to see if we could set up a meeting. We want your business so please let me know what days work for you.

2:08 PM – Justin?

I instantly knew that this was a bot because it sent me the same message over and over again, even though I’ve never purchased anything from them.

Needless to say, it’s not good.

It’s important to have a LinkedIn profile that will help you stay in contact with potential clients.

The best way to improve is by tearing down all inbound emails and analyzing them together.

What are the pros and cons of your current job?

Where did they go wrong?

Share screenshots in the Slack Group of when your meeting and responding to emails. This will help you learn what works best with crowdsourcing.

When it comes to resumes, don’t use templates or the same old approach. Don’t be too neat with your writing either.

In order to get your company’s name out there, it takes a lot of hard work and creativity. It’s not just about marketing copywriting.

There is a proverb that says most sellers and it’s also true for my inbox connect impersonally and then pitch immediately. The Connect and Pitch culture on LinkedIn is so bad, but the salesforce data shows it takes 6 to 8 touches to create a viable lead.

And when reps get ahold of InMails, they invariably copy and paste the same template. But templates don’t work because personalization is an umbrella problem – grammar, syntax, tone or intent.

Sometimes reps don’t use their full allocation of LinkedIn Sales Navigator InMails because it doesn’t seem like they work. You need to remember that you’re emailing many people before getting one meeting.

I found that if you compare apples to apples, LinkedIn InMails perform 30% better than Facebook or Twitter ads. I learned this from my rep when we spoke on the phone yesterday.

How to Shine and Stand Out

I’ve had some experience with hyper customization, and I know what doesn’t work.

I’ve learned the hard way that in order to stand out, you need to do these three things.

Use your own authentic voice

Write like you talk. It will be obvious that your voice is authentic and genuine.

Use pattern interrupts

I’ve been emailing for 20 years, and it shows in the way I write. My style is unique because of all my emails over time.

AB test

One way to test which style is best for a prospect would be an AB test. You could see if they are more interested in scientific facts or emotional stories, and then cater your pitch accordingly.

I think we need to take a 10-year break from “Hope you’re doing well, or just reaching out.”

I once had a partner that always signed their emails with Lemmeno! It was refreshing because it made me stand out. Now I sign all my email in the mornings, and add an emoji of a lemon to make myself happy.

The more you AB test, the faster you’ll learn. As time goes on and as your personalization increases in complexity, keep that knowledge in a shared Google doc.

Advanced Personalization in Sales Is Coming

Now, more than ever before. You need to be aware of what’s coming on the horizon and stay ahead by staying informed about new developments in your industry.

Liquid syntax allows you to inject scripting into the curly brackets. So, for example if I wanted a user’s age and gender to be shown in their greeting message, it would look like this: Hello {name}, your name is {full_name}. You are currently viewing our website as {{age}} year old femalemale.}

You can customize the email with different CTAs for each role.

You can also use fall back logic with personalized push messages. For example, if there is no name in the database you could just say “Hey” to address them.

Luis Batalha is building a new company that will make it easier for companies to get the script technology they need, so they can scale personalization more easily.

You can see my portfolio at goodsalesemails.com!

The more effort you put into your work, the greater the result will be.

Be Buyer-Centric

You need to have a conversational, personalized message that is relevant and timely. And it needs to be deployed with enough frequency so the prospect will read your messages but not feel like they are on an email list.

When I first started, it was difficult to get the balance right. But with time and experience as a salesperson, you’ll learn how.

As I increased my social media presence, it became more important to personalize connection requests. It’s the belief of mine that one should do this because prospects like when they are personalized.

Change is inevitable, so you have to know how it will affect your industry and be prepared with a hyper customization strategy for the future.

Make it about them!

Keep in mind that anything you can’t automate will always win.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
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