I’ve had the pleasure over my career to consult with, and sell to, the C-Suite at some of North America’s most respected companies and brands. How did I do it? I personalized my outreaches.

Recently, a Chief Marketing Officer responded to one of my personalized outreaches with the following email. She said, “if it’s helpful to know if the package influenced my decision to say yes to a meeting, you can certainly report back to the marketing team that it absolutely did. Emails asking for the chance to explain the next great solution tend to arrive in our inboxes with great regularity. The care and attention reflected in your package suggests Workfront would be a company that understands the work of creative teams and the importance of detail, and is willing to go that extra mile…” So what was so special about this package that I sent her? There are a few things that I included in this personalized outreach that can make all the difference in your sales hunting.

1. Personalized Hand Written Note. That’s right. I take the time to research individuals that I reach out to. Where have they worked previously? Where did they get their degree? What mutual connections, likes, or interests do we have in common? What news articles, publications, or social posts have they been involved in? All of this plays into my personalized outreach. If it’s a CMO or high level Executive, I do my best to hand write a note. Worst-case scenario, my email is always personalized.
2. Relevant industry information. It’s imperative that you speak your prospects language, and that you provide them with information that adds value. Luckily, I have a stellar marketing team that creates great industry content for all of our verticals. It’s my responsibility to leverage the content and use it to my advantage with all my initial outreaches, follow-ups, and nurturing campaigns.
3. Something fun. I’ll keep my ideas to myself here, but think of fun things you can add that don’t come across as trinkets or trash. What’s going to stick around in their office, car or home and remind them of you and your company? Be creative.
4. An invitation to connect. Be real. Everyone is busy. Invite them to discuss your ideas that will benefit them and their organizations. Politely follow-up a few times, but don’t harass them. If you have time to harass your prospects, then you need to find more individuals to add to your pipeline.