t Based t elopmen T v oun c c art 8 A f Sales spam is embarrassing P The WHAoSales De We’ve all come to accept a certain amount These kinds of tactics are bad enough for "Template emails are roulette of marketing spam (though we still hate it). small deals. For the big opportunities, you’ve wheels. If you only get 100 rolls But ‘sales spam’ is far worse. Sales spam got to raise your game. It’s so easy to hit the pretends to be personal and relevant while spam button – why would you ever risk your of the roulette wheel, then you being exactly the opposite. ability to communicate with the most need to increase your odds.” important people from the most important Emails with badly automated personalization accounts by sending them a generic, Craig Rosenberg make you look stupid. irrelevant message? Co-founder and Chief Analyst, One of our favorites started with “Hi, Mr. Jr!” to a friend whose name was Bill Smith Jr. TOPO Another called Jon Miller ‘Steve’ in the salutation. Nice. Approaches that focus on the salesperson’s The old way The ABSD way needs are a turn-off. “I’ve been trying all week to get you” is your 1. Hire lots of SDRs 1. Identify specific accounts problem not theirs. 2. Buy lists of leads cold call 2. Engage those accounts with Generic, templated emails are crass. compelling commercial insight They pretend to be personal but betray the opposite. “Always be closing” “Trusted advisor" Blind templates are dangerous. Secret weapon: Secret weapon: Maria Pergolino tells of a sales rep she Managing high-volume operations Better data, more research heard about who kept not-so-nice personal notes about the buyer in Notes field in their Quantity Quality CRM. Result: an email that arrived with the unflattering comments included! 49