The other day, I saw a rep personalize 5 emails in a row. Took 20 minutes per
lead.
Each one started with something like: “Saw you went to Michigan, go
Wolverines!”
Or: “Loved your post on hiring culture.”
And then? The same generic pitch right after.
Here’s the harsh truth: Personalization isn’t the move
anymore.
Buyers have seen it all. They know when you’re just stitching together a
LinkedIn scan with a template.
Worse, it’s a bait-and-switch: “Hey, let me make this about you... Just
kidding, here’s my pitch.”
We replaced that entire playbook with something better:
Point of View > Personalization
We taught the rep to stop referencing people, and start referencing
problems.
Not who the buyer is, but what they’re likely struggling with.
Every email led with a sharp, relevant POV about:
– Where their onboarding breaks
– Why their demo conversion lags
– How their CS team’s drowning in handoffs
No flattery. No fake familiarity. Just a compelling, uncomfortable truth they
couldn’t unsee.
Buyers didn’t just open, they replied.
Because we spoke to their reality, not their résumé.
Here’s what that looks like in practice (idea-wise):
Open with a trend or shift that’s disrupting their
category. Make them question their current path.
Highlight a mistake 80% of teams make, and the fallout that
comes with it. Make it hit home.
Describe their world so accurately they feel seen, and
exposed. Then offer a way out.
✅ Real insight earns trust
❌ Flattery gets ghosted
Don’t write emails like a fan. Write like someone who knows something they need
to hear.
Alan "Modern Seller" Ruchtein.
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