All You Need To Know About Hyper-Personalized Outreach

All You Need To Know About Hyper-Personalized Outreach
Vlastimil Vodička
April 19, 2021

The idea that quantity and quality--volume and personalized outreach--are bitter rivals is a myth as old as fax machines. That you should be forced to limit your outreach to prospects due to customization or that you’re forced to send the same, stale messages is a thing of the past.

This Time, It’s Personal

Personalization per·​son·​al·​ize-a-tion--(n.) of (trans.v.) to personalize-- to make personal or individual. To paraphrase, it means to put some kind of informal veneer on an entity devoid of any inkling of personality. In business parlance, to tailor an offer to reflect the relevant needs of a client and his/her business.

Use of personalization

It seems something of a paradox at first glance: maxing your volume of outreach while having each message tailored to the unique interests and personality of a business. If this balancing act tips towards either of these choices, your prospect will think you do not know them enough and will not choose to do business with you, or you will be too close to your client and will not maximise your outreach.

But that’s the state-of-the-sale in this day and age: making an offer relevant and idiosyncratic so that your prospect believes both of your interests are aligned while making sure your outreach is as flexible and open as possible. Make your client believe that your raison d’etre at the present moment is for them and them alone, and that you are the one with the best resources to fulfill their needs. 

Your Main Agenda

What do you need from your prospect?

Your main goal is to receive a positive reply rate that will --hopefully--translate into real sales potential and closed deals. By leveraging webhooks, triggers, and calls-to-action, you can have more guaranteed success in forming a partnership with those to whom you reach out. How can you implement these tools in a relevant way that will reach each individual prospect at scale?

First, you’ll need an organized process for reach out and follow-up. If conscientiously followed, an organized, repeated framework will let you send the same messages to each prospect, with the relevant info inscribed to get your prospect’s attention. It needs to be systematic and data-driven so that it can be better refined and more acute in its reach. The best way to start here would be 4-5 email templates that can each be configured to meet your needs, while pruning them with each successful deal struck. 

In the case of Leadspicker, it’s something as simple as this:

Sales Booster's hyper-personalized messaging

These 4-5 emails should be in a cadence of several emails and calls over the course of several days--perhaps even as long as a month. Like your email templates, this framework can be experimented with and adjusted until you’ve got something that works for you.

 Once you’ve got your framework all complete--a final system of emails and phone calls--you’ll need to be sure each message makes your client feel like they’re the center of your gravity. This can be done in three ways--and there are more, to be sure, but these are tried-and-true-- and you’ll want to modify and customize them depending on the level of effect produced. The first route to try is implementing a series of non-hand-raising triggers, such as content downloads, event attendees, and common VC’s that transfer praise to the prospect--everyone  wants positivity--so that they understand you take them seriously and know their business. You can also mention your premise--your reason for contacting, how you can join them on their quest for revenue.

Sales Booster and its hooks & triggers

The second route is to use efficient, personal triggers and hooks to get the prospect’s attention. Reach out with relevant hooks in an order of priority: self-authored content--like articles and webinars-- social media-engaged content, self-attributed traits, personal interests, and company interests in order to grab their attention and hook onto why you’re calling--similar to your name being called by a teacher to stay after class to talk about a project.

The third and final route is more of a worst-case scenario in case you can find nothing of any relevant output to your query. In this case, check where they are active and circle it back to them. Scour their LinkedIn and various other social media to comprehend their business goals and see in which specific events they show interest. Check posts from prominent members of certain mentalities--”thought leaders”-- in which your prospect is interested and circle back to your prospect with relevant posts that have gained traction in the past. Elaborate on how you can help your prospect in an area of that field.

Whichever resonates more with your potential client is the avenue a prospector should pursue, but never lose sight of its function as a vehicle.

The process before vs. now

You will always need to circle back to your business focus for reaching out in the first place, as it’s probably your entire motivation for proceeding in this activity. Once you’ve got a bite, you will always have to perform the arduous process of following up, which you should have as part of your original framework. These emails sent will most likely rely on the same verbiage pattern, but, again, tailored to the narrow field in which you have grasped your prospect’s attention. It can also be very profitable  to use webhooks with a platform like Mailgun to quantify your results every time a potential prospect receives, clicks, opens, and replies to an email.

Another platform, our own Sales Booster, follows up with clients and checks to see if your contact has attended any events, posted on social media, and/or if there is any other online information that can help personalize an email using webhooks and triggers.   

...They Will Come

The idea that quantity and quality--volume and personalized outreach--are bitter rivals is a myth as old as fax machines. That you should be forced to limit your outreach to prospects due to customization or that you’re forced  to send the same, stale messages is a thing of the past.

You can grow your reach while maintaining a relevant approach distinct to your every client; all it takes is a little planning.

Upgrade to the next generation of sales prospecting

Imagine a world where you walk into your office and find your inbox packed with meeting requests, all done automatically by your personal prospecting assistant.

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