This episode of the social selling podcast focuses on the importance of personalization in sales outreach and how to effectively research prospects to enable more personalized messaging. Host Daniel provides a step-by-step guide on where to find personalized information about prospects on LinkedIn and how to turn that information into customized conversation starters that help build relationships.
Key Discussion Points:
- The majority of sales messages today are generic and not personalized, representing a huge missed opportunity
- The amount of research time invested in a prospect should correlate with their potential deal value
- LinkedIn profiles offer lots of personal details to enable custom messaging, especially the summary, work experience, skills, and content sections
- Look at both prospect's personal LinkedIn activity and their company's LinkedIn activity for shareable content to comment on
- Research other employees at the company to find conversational hooks if the decision maker has a limited LinkedIn presence
- Supplement LinkedIn with website, social media, and external press research to build a 360-degree view
- Personalized outreach boosts response rates and nurtures authentic relationships
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