If you sell high-value solutions and approach your buyers as individual human beings, rather than ‘prospects’ or ‘targets’ on a list, you will convert more of them to customers.
Like me, you probably receive dozens of emails each day that you scan through and delete or archive. I ask myself, is this email sent by a machine to hundreds of others, or, has the sender genuinely taken the time to research and qualify me properly? Very few fall into the second category, in fact, I can't remember the last one which did.
Rather than taking the time to research each and every one of your buyers to determine their suitability for a relevant approach based on legitimate interest, targeting is often limited to pulling lists off LinkedIn or other databases, segmented by company size, industry and job function. As a result of poor targeting, many message recipients won’t be interested.
Increasingly today, the internet allows for high levels of personalisation in outbound messaging, yet sales and marketing teams have become lazy, relying on marketing technologies to automate the outbound process, typically only changing [Name] and [Company Name] fields in a generic ‘one size fits all’ template.
For those who could be interested, the generic format of the communication and lack of personalisation will, in most cases, mean the message will be overlooked.