Why Single-Channel Email Outreach Fails

Here is an undeniable truth: The No. 1 reason for failure in sales is an empty pipeline, and the No. 1 reason you have an empty pipeline is that you are not doing enough prospecting. In sales, everything rests on putting qualified opportunities in your pipeline. Prospecting is the beginning and the end, alpha and omega. If you don't prospect, you will fail. That is a guaranteed truth. Each and every sales day, you must connect with prospects, engage them in meaningful conversations, and convert them into pipeline opportunities.  It’s a Noisy World The problem is that we live in a noisy world in which those same prospects are being inundated with prospecting messages from dozens of other salespeople who are also attempting to get their attention.  So, if you don’t stand out, you lose.  But I doubt I’m telling you anything that you don’t already know. It’s freaking hard to get attention when prospecting, and it's not getting easier. There are days when it feels like you could be jumping up and down in front of your prospect in a pink bunny suit while throwing hundred-dollar bills in the air, and they’d still ignore you.  The Sledgehammer Approach Is Dead One of the key reasons so many salespeople fail to break through is that their entire prospecting strategy is pounding away at prospects through a single communication channel—typically a series of automated emails sent through a sales engagement platform like Outreach or SalesLoft.  Sadly, this sledgehammer approach just doesn’t work anymore. Recent data reveals that salespeople are sending as many as eight times more emails today than they did five years ago and getting just a tenth of the results.  A big reason prospects are tuning out is that AI-powered sales automation tools have scaled email prospecting activity to an extraordinary level.  In the past, writing a prospecting email involved strategic thought and taking time to craft a message that was unique to each prospect. It was a slow process, which meant salespeople sent fewer but better prospecting emails. Today, AI engines can pump out hundreds of cold email variations in seconds with shallow, and often cringeworthy, personalization that, more often than not, turns prospects off. And as AI-generated prospecting emails flood inboxes, the sheer volume of this outreach has eroded any impact from the improved efficiency.  Constant exposure to this irrelevant, repetitive AI-generated crap has left business executives exasperated. They are overwhelmed and have tuned out, turned off, and are ignoring all prospecting messages—good or bad, human or AI-generated. Break Through the Noise Most sales professionals today are desperate to find new techniques to help them break through the noise and get attention when prospecting so that they can engage in more meaningful conversations.  Most salespeople want a bigger, stronger pipeline filled with qualified opportunities. Yet many overlook one of the most powerful prospecting tools right at their fingertips: LinkedIn. Why LinkedIn, Why Now It can be argued that the moment the sales profession changed forever and the door opened to modern selling as we know it was when Alexander Graham Bell said on the very first telephone call, “Mr. Watson, come here, I want to see you.” The telephone's impact on the sales profession was profound and lasting. Then, as now, the phone remains the most efficient and effective means for conducting real-time, synchronous human-to-human conversations with prospects. Bell made his call to Mr. Watson 150 years ago. Since then, only a handful of pivotal technologies have advanced the sales profession with such impact: The automobile gave sellers the freedom to cover wider regional territories more efficiently. Air travel literally gave sales professionals wings, expanding their reach nationally and globally. The internet put unimaginable data at the fingertips of both sales professionals and buyers.