When it comes to sales, personalization is essential. According to Econsultancy, 93% of companies experience a hike in conversion rates when they adopt personalization.
Top salespeople know this, and they use personalization to great effect. Mary Kay Ash, the founder of Mary Kay Cosmetics, Inc, is famous for saying: “Pretend that every single person you meet has a sign around their neck that says make me feel important. Not only will you succeed in sales, but you will also succeed in life.”
Smart personalization makes prospects feel special. Effective personalization leaves you with the feeling that you are connecting with a person. For example, in a sales conversation, that will involve bringing up insights about a person based on the research you conducted.
Personalization should also be used for sales outreach. And when I say personalization, I don't just mean the first name and last name. Add an interesting point in the email that tells you have put enough effort into connecting with the prospect. For example, starting an email like this:
Hey Josh,
Congratulations on winning the Best Entrepreneur of Chicago Award. Amazing work on building a solid foundation.
This one line can separate your personalized cold email from the 1000 emails Josh receives daily!
Of course, your personalization will fail if your spelling and grammar are wrong and make your message look false or insincere. Take the time to make sure your grammar is always correct whenever you're sending a personalized message.