Automation vs manual personalization in email is a common debate in #B2B sales right now, but that usually relates to securing the 1st appointment with a prospect. At Sweet Fish, we’ve been discussing how to strike this balance after the initial sales call & further along in the sales cycle.
At Sweet Fish, we aren’t struggling to secure 1st appointments with prospective clients for 2 reasons:
Our first touch point is often asking potential clients to be guests on our podcast, which has a very high response rate (especially when you compare it to traditional cold email).
We are fortunate to be receiving a lot of inbound traffic because of the podcast content & brand influence that we’ve built through the show.
So, what are we doing about our weird sales problem?
Spending more time discussing next steps during the 1st call, and offering ways to add value in the next engagement with the prospect.
Segmenting follow up based on the tier of the account & opportunity.
Creating snippets for portions of emails (instead of complete email templates) that allows for a balance between manual personalization & semi-automation.
Check out the 2 tools Logan mentioned here: