Why Personalizing Sales Initiatives is More Important Now Than EVER Before

If you’ve used the Internet for long enough, you’ll remember the time when people began using e-mail. You may even remember having to be invited by a member just to use Gmail. During those days, you read every single email you received and wrote page-long responses. Those days are clearly over. Now we receive so much mail that email services actually categorize your emails into columns like “Social” and “Promotions” just so you don’t have to spend all day scrolling through junk mail you had no intent of opening.

Why has this happened? As Gary Vaynerchuk likes to say, “Marketers ruin everything.” There’s now so much noise out there that it seems impossible to get through to your target prospects. But people are still finding success with e-mails. So how are they doing it?

The answer is personalization.

Consider the following stats:

• According to Hubspot, personalized calls to action result in 42% higher conversion rates.
• About 75% of online consumers are frustrated when content is personalized to align with their interests. – Janrain & Harris Interactive
• 64% of people say that customer experience is more important to them than price. – Gartner

As a Salesperson, I’ve made the mistake of thinking that a greater pipeline will cure everything. However a pipeline filled with junk will never produce anything of true value. Taking the time to research your target client or customer will always pay off.

The solution? Stop focusing on width and start focusing on depth.

If you’re in the Products business, you don’t need to (and can’t) sell to everyone. Find out who your ideal customer is in great depth and market to him/her.

If you’re in the business of Client Services, you’ll likely have to tailor your services to meet your client’s needs. So why not do this from the get-go and tailor your introduction to their current needs?

The purpose of any business is to help people or organizations by solving problems. This is the core of any value proposition. So find out who your ideal customer is, uncover their needs and pains, and demonstrate how you can help rid them of these specific challenges.

If you do so, you will ultimately spend less time looking for clients and more time providing value by servicing their needs.