Technology Can Assist Your Team in Successful Personalization in Sales

When I am sending out more messages, the quality of my outreach is often not as good.

In a world where people are starved for human connections, CSOs need to make sure that they don’t sacrifice personal communication in order to be more efficient.

How do you strike a balance between volume and personalization?

Personalization Technology is the answer, but it can be difficult to implement.

Today, we’re going to show you how to use personalization technology so that the customer feels like they are being personalized.


The Demand for Personalization in Sales

Cold outreach has always been an important part of the sales process, but it doesn’t have to be impersonal. A little personalization in sales can make a cold email feel warmer and strengthen your company’s future relationships with potential prospects.

The authors of Tech Powered Sales note that personalization in sales is the force multiplier in sales.

The best way to show your customers that you understand them is by creating a connection with them from day one.

It’s difficult to provide personalization in sales for a large number of clients and prospects.

Many people don’t think that marketers get personalization in sales right, and the same goes for sales teams. Mass-market approaches to both marketing and selling can help with leads but not conversion rates.

More consumers are interested in buying from companies that offer diversity, so if you have the chance to stand out and show your company’s dedication to diversity during a hiring process or interview, it could be very beneficial for your business.

Personalization Technology at Scale: Leverage Tech for Volume and Value

I know that you are aware of the importance of personalization in sales, but it still surprises me how many people don’t do any outreach or send mass messages without consideration for true personalization in sales.

Technology, like technology that helps you collect information at scale and segment your target audience, can help make prospects feel more personal.

Acquainting Yourself with Your Audience

Technology can help you collect a lot of data and turn it into useful information for your team.

With customer relationship management software, you can track emails to individual clients and their responses. You also have access to open rates and the sentiment of prospective customers.

When gathering information, don’t just use LinkedIn profiles. Look at what they’ve been doing lately and how important they are to their company.

Gathering more information about your customer makes it easier to personalize the offers you send them.

Proposing Solutions to Issues

A lot of companies make the mistake when they’re selling at volume and talk about themselves more than their customers.

When you are selling, focus on the customer’s problems. Think about what they want and need to know so that your message is more effective.

Customers often ask about the quality of a product, warranty and price before considering purchase.

They need to know everything about the company before they decide if it’s a good fit for them.

Does there seem to be a pattern for what kind of evidence customers want?

Before writing the email, make an outline of what you want to cover. Use references and examples that are easy for them to understand.

Your sales engagement tools will help you understand what your audience is interested in. You can use this information to craft better emails or scripts for the different segments of your target market.

Put the customer first, and focus on what they want.

Developing Effective Sales Techniques

You can also use the latest sales technology to help your employees connect with customers and improve their processes.

This way, when a new member of the sales team is writing an email or making a call, they will have all the information about that person before them. This can include their name and even any expertise in certain areas.

Encourage your sales teams to ask as many questions of prospects as possible. The more they know about them, the easier it will be for you to identify their needs and sell accordingly.

If you’re selling to a client that sells complimentary products, has its own sales development team and operates in your target industry, then you should create a formula for how many touches it takes before someone will make the purchase. For example: 1 LinkedIn conversation every day; 2 calls or emails per week”

When an agent picks up a customer profile, they should know from the preferences that not to continue with their sales cycle and use phone calls instead of emails.

Automated suggestions and sales playbooks can be a good starting point for new employees, but they also need to feel comfortable going off-script too.

Modifications to Your Sales Metrics

If you want to improve your sales processes, then it would be important for you to change how success is measured in the team.

The survey found that 91% of content marketers personalize their messages in order to appeal more specifically to a decision maker. If your sales team isn’t measuring its ability, you might be missing out on opportunities.

If you want to update your metrics and the way that you identify success, try experimenting with different approaches. You can have half of your sales team continue business as usual while the other takes a more personalized approach.

Elinor Stutz, a founding member of the Sales Enablement Society says that making assumptions is usually a bad idea.

When hiring people, it’s important to talk with customers and find out what metrics are most important for them. This way you can create an environment where your employees will get feedback from their customers on the sales experience so they can improve in future opportunities.

You can also get feedback from your sales teams on what they think are the best strategies and solutions.

Advancing Your Team’s Revenue

The right set of engagement solutions for your salespeople makes it easier to guide them towards more repeatable revenue. That doesn’t mean that they should have the same approach with every customer.

Segment your clients into different groups, so that you can customize the sales strategy for each group.

The relationship between the company and the customer is more important than ever. COVID, while it has always been a factor in sales teams’ success, was particularly impactful for today’s customers.

To really understand your customers, you need to take a holistic view of the sales process. That means looking at things like CRM insights or emails but also everything else that happens before and after.

Tools like these can help you create a more inclusive environment. They combine all of your essential information into one place and allow your employees to use it when they’re approaching clients.

At the same time, better information will make it easier for your employees to keep existing customers. Remember, if you have five times as many new potential customers than current ones and lose one of each type every year because they don’t provide enough business or loyalty then that is a lot more expensive.

Using customer research, you can collect that information and use it to improve your playbook.

Personalization in Sales Should Remain at Volume

It’s crucial to scale a business, and selling is an important part of that.

Personalization at scale is difficult to do, but in the current world, it’s necessary. So don’t skip out on doing that.

You need to make sure that your employees are given the right tools, so they can connect with prospects on a personal level.

The better informed your employees are about the sales cycle, the more likely they will be able to reach their goals.


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:

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Justin McGill
About Author: Justin McGill
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