What’s Old Is New Again: Personalization

One of the presenters at the SalesLoft #RainMaker18 conference posted this image on Day One of the RainMaker.  With the number of SPAM emails, cold calls, and just plain “cold” introductions, it’s no wonder that personalization is back.  And the goal of personalization in our communications with prospects and customers is a great one – one that every seller should pursue to stay relevant and offer unique business value to your customers.  Consider these 6 bullet points, and then consider how can a company use personalization at scale (powered by artificial intelligence) to be better at each of them:

  1. Become genuinely interested in other people – When a computer can help you discover what interests other people, then you can leverage this information to become genuinely interested in other people.
  2. Smile – Ok, you might not need a bot to help you do this, but then again, apps like Calm and HeadSpace (apps) can help you smile more!
  3. Remember that a person’s name is, to that person, the sweetest and most important sound in any language – Use it!  When configuring an email (manual or automated), make sure to leverage the buyers name. When possible, use video and remember to say their name!
  4. Be a good listener – Two ears, one mouth.  Reps need to listen better.  Better questions lead to better answers.
  5. Talk in terms of the other person’s interest – #BotsAreBetterAtDataCollection.
  6. Make the other person feel important, and do it sincerely – Crystal Knows, JoyAI, and others, know the personality type of the buyer, and relay that information to the seller.  Most reps are not trained how to read the buyer personality and certainly not how to speak differently to each buyer personality.  AI solves this problem.

Out takeaway – everything above is absolutely true.  How to execute these 6 points, opinions vary.  As much as it’s noble to try to do all 6 without technology, why try?  Students have calculators to do the math, they have Google to search for answers, and they now have AI to empower them to: become genuinely interested in others, smile, use their name, be a good listener, talk in terms of their interests, and make the other person feel important.