Like comprehension and differentiation, personalization is another vitally important process in both marketing and sales processes.
In today’s modern-day world, people want to feel like things are made just for them. People want to feel important. They want to feel special. And they want everything from their birthday presents to their sales experiences to be personalized.
Today we are going to talk about the 3 reasons why you should prioritize developing a personalized sales process and how to actually improve personalization.
In this article…
- TL;DR
- 3 Reasons Why Personalization Can Scale Your Company
- How to Improve Personalization in Your Sales Process
- Key Takeaways
TL;DR
Don’t have time to read the full article? Not a problem! Check out this super short video to get a general overview of why personalization is vitally important for your sales process.
3 Reasons Why Personalization Can Scale Your Company
1. Prospects Become Invested in Your Company
When you create a personalized sales process, and create things that feel unique to each prospect you are talking to, they will become more invested in your company.
This is one of the most effective psychological tricks in sales: getting your prospects to feel invested.
For example, imagine you bought a basic mug from the store. You might like it, but you would probably forget about it in a couple of months. Now, imagine you went to a pottery store and you painted a mug yourself. You would probably drink out of that mug every morning.
Why?
Because when you personalized it for yourself, you became much more invested in it.
That is the same thing that will happen when you personalize your sales cycle for your prospects. They will become so personally invested in what you are offering that won’t be able to walk away.
2. Invisible Stakeholders Become Invested
Invisible stakeholders are the business executives that you will not interact with in sales meetings and presentations but who are going to have a decision as part of the sales process.
And while personalization can be extremely effective towards the individuals that you are directly communicating with, it should reach up to those invisible stakeholders as well.
Personalizing a sales experience for those C-suite executives means developing and delivering content that is relevant to their role and personalized to their unique priorities.
Ultimately, you want to make sure that both the sales and marketing teams and the executives are invested because of how tailored your sales process is for the needs of their company.
3. Personalization Affects the Perception of Value
And then finally, personalization is important because it impacts deal sizes and affects the perception of value.
Similarly to when you intentionally create a sales differentiation strategy, a personalized sales process influences how people regard the solutions you offer.
Not only will this shift in perception of value make the proposal process easier and make your prospects more comfortable with the price of your product or service, but it will also allow you to increase deal sizes in the future.
As people grow to understand how valuable your company is through the unique personalization that you provide, people will be more and more willing to pay higher prices to get access to your company’s solution.
In summary, personalization will help you quickly and effectively scale your company by increasing close rates and boosting deal sizes.
How to Improve Personalization in Your Sales Process
Now let’s talk about some ways in which your sales reps can actually improve the personalization in your company’s sales process.
Branding
The first is branding. By using graphics, colors, and other types of media that are unique to each prospect you can drastically improve the success of your personalization efforts.
These elements also help to set yourself apart from your competitors who simply use standard copy-and-paste templates.
If you send a prospect a proposal and it just looks like a basic email template that has been used hundreds of times before with other prospects, that will cast a seriously negative light on your company. Your prospects are looking to be served, and if you indicate that you are not committed to bringing them value and serving them specifically, many prospects will realize that you are not a good fit.
The key is to really look at how you and your sales team can create a sales experience that feels unique to each customer. This can include putting logos of your prospect on the presentation or proposal docs, including the brand colors of your prospect’s company or different media with your prospect’s name.
For example, in the image above an individual is personalizing his video for the prospect he is communicating with by including their name in the video so that the prospect knows that the video is personalized just for them.
If you can show that you are really interested in putting in the effort to make their experience special and valuable, your prospects will be much more likely to convert.
Interactive Tools
Another way to improve personalization is by making sure that you are leveraging the interactive tools that are designed to give prospects a personalized and individualized experience.
For example, the interactive boards we offer (like the one shown below) allow for a collaborative and personalized sales process where the prospect can add their personal priorities, and then together, you and the prospect can rearrange the weight of each of their goals.
When you are presenting this digitally, it is easy for prospects to lose interest, but with interactive tools, you enable your sales team to both re-engage your prospects and tailor the content in the tools for each prospect’s individual needs.
In the case of Saleslion’s tools. Our tools allow prospects to self-build, self-select, and self-prioritize their goals making the experience extremely specific to them. By doing this, you will drastically increase customer satisfaction and close rates.
Role Specific Content
And the final way to improve personalization is to create role-specific content.
Remember those invisible stakeholders we talked about earlier?
Well, one simple way to improve personalization is to make sure that you are creating customized content for the sales rep, the sales manager, and the C-suite team as well.
Creating content to match different audiences again will point to your commitment to service and your eagerness to provide resources that are valuable for whoever is consuming them.
Especially if you are interested in making a good impression on the executives who have the final say on whether or not your solution will be purchased, designing personalized content for those invisible roles will remove doubts that they might have had and solidify their trust in your company.
Key Takeaways
In conclusion, personalizing your entire sales process can be a key factor in helping to improve your sales process and ultimately scale your company. By understanding the three reasoning above why personalization is so important as well as how to actually improve it, your company will be able to grow and expand efficiently and quickly.
To learn more about how you can develop a personalization strategy or how to use our digital sales room to add to your sales tech stack, reach out to us today!