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Sales Personalization - An Optimized Approach that Strengthens Sales Communications
February 2nd 2022
Sales Best Practices
ales personalization
The traditional differentiation approach, such as unique or strategic pricing and promotion, is no more effective. Competitors can easily imitate. Personalization in sales for individual prospects can be a differentiating factor. Data-driven sales personalization is challenging to replicate. You can gain a sustainable competitive advantage and increase customer loyalty. So beyond one-message-for-all by adopting dynamic personalization in sales.

You need to flip the script since the traditional sales outreach is becoming obsolete. You need to provide hyper-personalized and contextual experiences to your target audience to stand out. Personalization can be a competitive differentiator in the cluttered market of buyers. Let's learn everything about sales personalization to optimize your sales communication and improve outcomes.

Table of Contents

  • What is Personalization in Sales?
  • Why is Personalized Selling Important?
  • What are the different types of personalization?
  • How can personalization increase sales?
  • What are the challenges of personalization in sales?
  • Get Started with Personalization in Sales

What is Personalization in Sales?

Personalized selling is more than including your prospect's name in the email's subject line. It is about having a multi-touch approach applied to your sales funnel. Personalization in sales should increase as prospects progress in the sale funnel.

Effective sales processes simplify the personalized approach for individual buyers. Personalized selling aims to bring a positive experience to prospective buyers. It provides you with an unmatchable competitive advantage.

elements of sales personalization

Why is Personalized Selling Important?

There is a paradigm shift from product and solution selling to value-driven experiences. Customers now expect a personalized experience from start to finish of their interactions. The sales cycle now includes identifying the challenges, considering different solutions, configuring and integrating the most appropriate solutions, and finally using and realizing value. Prospects and customers expect personalized interactions based on their requirements. The other benefits of personalized selling include:

Increases Engagement

Customers consider personalization the default form of engagement across web, mobile, and in-person interactions. 61% of prospects expect companies to assess their preferences and provide personalized experiences. It drives repeat engagement and long-term loyalty. Frequent interactions offer more data to build relevant experiences for your prospective customers.

Dynamic personalization can create a flywheel effect to generate long-term customer loyalty. Before sending the regular template-based, vanilla emails, add a little spice of personalization. You can use industry-specific news, professional career similarities, or noticing their interest can be some ways to start personalized interactions.

Builds Revenue Accelerators

A study conducted by the University of Texas concluded the need for personalization from controlled and simplified decision-making. Personalized sales interactions make your prospects the center of decisions and control the interaction. It influences their decision process with customized needs and relevant content. Relevant information provides convenience, simplifies understanding, and increases emotional engagement leading to retention and referrals.

With the prominence of remote selling, prospects are used to sharing data to reflect their needs and get a tailored experience. Personalization in sales can drive 10 to 15% revenue growth. It is not just a sales approach for data-backed companies but a method of operation. Ignoring it can result in higher fallout rates at every sales funnel stage. It can reduce loyalty and increase the disconnection between your prospects and your product or service.

Focuses on Long-term Relationships

Investing your efforts in building relationships instead of getting transactions demonstrates a positive brand experience. Touchpoints like post-purchase feedback, sharing how-to videos or nurturing them even after purchase create a positive perception. Staying on top of mind is the key, and helping your prospects with their challenges can amplify the results.

There is no magic potion to sales, but a consistent and personalized email cadence can make a difference. Even simple efforts in improving prospect intimacy can build a competitive advantage. As the relationship with the prospects mature, the benefits also grow.

What are the Different Types of Personalization?

Sales personalization involves customizing the solutions to address the challenges and pain points. It is an approach that works towards making them feel valued. It helps your sales team understand prospects with improved efficiency and conversions. It convinces qualified prospects to consider only the best option that meets their requirements. The different ways to personalized selling include:

Turn Visitors into Warm Prospects

While marketing follows a "one-to-many" approach, sales is primarily "one-to-one." Knowing your website visitors through their activities can help you qualify them as prospects. For beginners, you can measure how they interact on your website, their browsing content, and their initial match with your buyer persona or ideal customer profile. Instead of moving to a demo or a discovery call, you can warm up prospects based on their website interactions. You can further personalize your conversation at meetings and offer real value without guesswork.

Real-time Interactions

When a website visitor interacts with your website, a sales rep can be available to strike a conversation. 79% of businesses have positively affected sales, revenue, and loyalty with live chat. It helps your sales team to build connections by welcoming visitors, understanding them, and humanizing the experience. You can address needs and objections immediately to shorten the sales cycle. You can break the ice through different touchpoints if you have contact information from such conversations. You can focus on providing a personalized, humanized experience with real-time conversations.

Personalize Follow-ups

Prospects buying at the first meeting is a rare scenario. They may need more time to be nurtured and mature before making a purchase. Timely and consistent follow-ups across different touchpoints can establish a more trusting relationship. It removes ambiguity and frustration by ensuring your prospects know you're available to help and they're valuable.

Share Relevant Content

There are situations where prospects expect instant answers. Creating a resource bank with common questions and knowledge-based content can help prospects find answers quickly. It also helps in a high-quality, post-purchase experience. You can simplify using your product or service with relevant questions.

Instant Customer Support

Chatbots and pre-determined FAQs (frequently asked questions) can simplify how users resolve their concerns. Customer support can be considered a sales opportunity and a differentiating aspect from competitors. Providing instant support can help in providing a positive experience by making prospects feel they are valuable.

How Can Personalization Increase Sales?

The path to prospective customer interactions starts with personalization. The building blocks for personalizing your sales strategy begin with connecting audience, content, and deliverables.

Three-step Process to Personalized Selling:

  • Define Target Audience: Assessing the attributes of your target audience and segmenting them into common categories is essential for personalization. You can reach out to them and offer personalized selling based on their buying behavior job role, among others.
  • Content Mapping: It is driven by the type of personalization. It may also depend on the personas involved, sales funnel stage, format requirement, and the required knowledge. You must ensure the content is appropriately tagged to increase accessibility, automation of activities, and relevance among your audience.
  • Data-driven Tasks: The sales tasks and activities can be added or removed based on the interactions with your prospects. Ensuring data drivers delivery can fuel your target audience's targeting, delivery, and interactions.

Impact of Personalization in Sales

It is essential to meet your prospects who are most likely to interact with you. Using a multi-touchpoint approach can help in personalizing the communication channels. You can scale the usability of your content assets with prospect expectations.

Shorter Sales Cycle

You can reduce the sales cycle length for cold sales outreach with personalization. Identifying the pain points and customizing the solution can provide a prospect-focused experience. Sales personalization can deliver hyper-relevant content, product/service recommendations, and reviews.

Optimized Lead Quality

A sales pipeline with leads is promising, but a sales pipeline with qualified leads is better! Personalized selling helps in optimizing the lead qualification process with a data-driven approach. Post qualification, you know the prospect requirements. It simplifies their entry into your sales funnel.

Improved Efficiency

Hyper-personalizing conversations with high-value prospects can help sales reps convert them into opportunities. They can spend more productive time nurturing qualified leads instead of making random cold calls.

Increased Sales

Your prospects' inboxes are full, and meetings are getting tedious even in the remote sales environment. The noisier it gets, your prospects want to interact with only those brands that know them. Personalization helps you kickstart conversations with prospects. It makes them feel valuable, increasing the chance of a conversion.

What are the Challenges of Personalization in Sales?

Once limited to offers and promotions, personalization now extends to the customer journey. Prospects expect personalization in every interaction, even before becoming customers. The popularity of adopting personalized selling has led to providing prospects with an individual experience. They are made to feel valuable with unique and relevant resources. But is it as simple as adding their name in the subject line?

Let's look at the challenges in personal selling.

Data Management

Gathering, integrating, and analyzing data has been a significant challenge in personalization. Researching information to personalize the experience for prospective customers can be challenging. Identifying highly qualified prospects requires a data-driven approach.

Tip: The multi-channel touchpoint approach defines prospect preferences and acquires more data.

Structured Workflows

With the popularity of remote selling, siloed processes are prominent. It can prevent sharing of customer data across the team. It can also lead to inconsistency and decreased team productivity. When the team is unaware of tested approaches and past experiences, the sales process can be ineffective.

Tip: Ensure your sales team is approachable and adopts test-and-learn and fast-fail experiments.

Technology Adoption

Finding and implementing the right tools is essential in personalizing sales. Manual interactions may be time-consuming and increase the chance of errors. In the cluttered environment of tools finding the most appropriate one can be challenging.

Tip: Identify your pain points to create a sales tech stack for your team to ensure consistent productivity.

Get Started with Personalization in Sales

Given the positive impact of personalization in sales, you must be eager to start. But what are the things to remember?

  • Define high-impact use cases relevant to your prospects
  • Build a cross-functional team to build appropriate resources
  • Keep reviewing and revising the collected data
  • Iteration, testing, and adopting are essential parts of personalization
  • Measure performance to identify gaps and scale results

Personalized selling can lead to customer loyalty, provide a sustainable competitive advantage, scale your target market, and substantially increase conversion rates. It's also essential to know that while personalization has advantages, doing it right is most important. Plan your sales strategy with personalization but make it unique based on your prospects.

ABOUT THE AUTHOR
Richa Sharma
Content Marketer
ABOUT THE AUTHOR
Richa Sharma
Content Marketer
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