What Personal Selling Actually Looks Like (And How To Get Started)
It’s hard to give a personal selling definition when there are so many out there.
You can browse online for a minute — or ten — and it’s still very unclear.
What Is Personal Selling? The Best Answer
Personal selling is an approach that individualizes the sales process. Sellers humanize themselves and show they’re there to help prospects, not sell at them.
So instead of taking a megaphone to share features far and wide, you take a step back and turn your head to listen.
This applies to in-person meetings, calls, and even initial emails. When you don’t have your prospect there to tell you what they want, you can still take a first step.
Read on for 5 examples of personal selling that take place over email. All of them involve the action you need to take when you haven’t spoken yet: looking them up online. When you identify their responsibilities, interests, and needs, you take one giant leap for sales kind.
How to Piss People Off: The Opposite of Personal Selling
We’ve all been there.
Something that, by its nature, irks you happens again, and again, and again — but you brush it off because you can just focus on other things.
Until someone totally calls it out for you, and you’re like, “YES!”
The bad news: You might be the thing annoying your prospects right now (whoops). We get it, you have a quota. But there’s a person on the other end of that email, and your “respectful persistence” is actually pissing them off. To the point that you’re hurting your chances of getting them to take a meeting with you.
The good news: You can actually become the person who identifies what’s annoying them and shows them that there’s a way to totally eliminate it. More on this later.
For right now, just remember that you need to avoid these sources of frustration:
- Leading with who you are and what your company does instead of their situation.
- Telling them that you want to talk rather than asking them if they are interested.
- Personalizing a line to them while still being pushy — that’s just putting lipstick on a pig.
With each of the scenarios above, your recipient reads your email the same, no matter what it actually says: “Hi faceless prospect, I have a quota and am worried about me. Confirm a meeting time or else.”
Not the most appealing, right?
We already spend 35% of our workday in meetings that we schedule and we are required to attend. Why would we add another?
Getting to “yes” with a meeting request requires two things: 1) that they agree with you that their time is worth it, and 2) their preferred mode of communication to gather info is to have a call.
Studies show that introverts make up one-third to one-half of the population, and they dislike having meetings where they haven’t info-gathered on their own first. Booking a meeting just to tell them more is not their cup of tea.
What to do about it:
- Read over any professional email before you send it, and ask yourself: If I were the person receiving this email, would I say “yes” to this request?
- If you do ask for a meeting, be specific about what they would get out of that phone call that they can’t learn on their own.
- Think through your tendency to ask for a call. Is there a more engaging way to ask, or a better way to start a conversation that qualifies the match for both of you?
The Only Email Formula You Need to Get Replies
How can you stop nagging your prospect and become a friendly, useful note in their inbox?
Use the PBR formula.
Personalization — Find an interest or need to create affinity bias and remove negativity bias.
Benefit — Show them the end picture; don’t just spell out your features.
Request — Doesn’t have to be their time. It could be a question to open up a conversation.
As emailing individuals, we’re trained to 1) have a disdain for sales emails, and 2) like people who are similar to us.
Turn 1 into 2 by showing them that you aren’t just a seller; you’re a human being who is just like them, and you recognize their needs.
This brings us to 3: our brains are wired to love talking about ourselves. Use this to your advantage by focusing on them to start a conversation with your prospect.
How get started with the PBR approach right now:
First — Write down the high-level value prop of your product/service. Think benefits for them, not features offered by you. Here’s an example of how to turn Yesware features into benefits:
Second — Research your prospect. Find a unique interest, pain point, recent accomplishment, or job responsibility.
Third — Relate this back to your value prop.
Here’s how it works in an email:
- Start from where they are. (Ex. “I noticed XX” — where XX is where they are).
- Add context. (Why you bring it up)
- Connect the dots. (What’s in it for them?)
- Get to the point — make your ask.
Hint: It’s a waste of time (and sabotage to your email) to make an unwarranted request. Yes, your goal might be to book a meeting, but sometimes it’s worth nurturing with questions first. Because their silence to repeated requests to book time isn’t really silence, is it? It’s them saying “Nope, I’m good.”
To help you get started, below are five real personal selling emails that booked meetings.
5 Delightful Examples That Are Endorsed by Prospects
1. The Candid Close — Give Them a Reason Why
Nothing’s worse than being invited to a meeting without an agenda that truly applies to us.
It’s estimated that we spend 31 hours in unproductive meetings every month. And in every meeting, 73% of people do other work because they don’t relate to the content.
When we’re in control of deciding whether or not to go, we’re going to say no.
Unless we’re given a good reason why it’s worth our time.
In the email below, a Yesware account executive adds two clear reasons for a meeting that help him transition from his Benefit to Request:
Email tracking revealed to this sender that this email was opened multiple times and the link was clicked. So he probably wasn’t surprised when he got this back:
Pro Tip: If your recipient published anything on LinkedIn recently, reference it, link to it, and show you read it with a connecting statement (all in the first paragraph above).
2. Crash My Calendar (Seller Turned Singer-Songwriter)
Hearing our favorite song makes us feel good. Neuroscientists at McGill University discovered that it releases dopamine, a chemical that controls our reward and pleasure centers.
“These findings provide neurochemical evidence that intense emotional responses to music involve ancient reward circuitry in the brain,” says Dr. Robert Zatorre, neuroscientist at The Neuro. “To our knowledge, this is the first demonstration that an abstract reward such as music can lead to dopamine release.”
Which is why emailing a prospect with lyrics from a favorite song — adjusted to them and their business needs — puts a smile on their face and a reply in your inbox.
Here’s an example from one of our account executives:
And what Luke got back:
How to do it: Find their favorite band (try Facebook). Look up a song by said band, then tweak the chorus to your value prop.
3. Everyone Has the Same Achilles Heel: Competitors
We’re all constantly working to meet the needs of our target market and stay ahead of competitors at the same time.
It’s a difficult task, and it comes up on all teams across all industries.
Because it’s a universal, you can use it for any prospect you’re emailing.
Give their pain point a nudge, then show them how you can fix it.
Here is a good example of personal selling from a Sr. Business Development Rep at Influitive:
There are two important things that Josh does well:
- Goes beyond simply naming a competitor by pointing out a very specific weak spot. This is what delivers true value, along with very specific way to solve the problem.
- Asks a question instead of requesting my time. This is a good technique to use if you’re creating a drip campaign that you’ll automate. Work up to asking for a meeting.
How to do it on your own:
- Find their competitor.
- Identify one weak spot where you can help, and make it specific.
- Ask a question that is relevant, would likely be answered by a “no,” but should be a “yes.” If it’s clear you have the intel to get them to “yes,” boom – there’s their incentive to answer.
4. Connecting on a Human Level — What’s Bothering Them?
Some days, it can feel like the world is out to get you.
Personal selling lets you turn this around for someone by showing them you’re on their side.
Check out this email from our Account Executive Clare Durkin:
How to do it on your own: Find something that’s been bothering your prospect (ideally outside of work), then use a high-level connecting statement to tie it to a pain point on their team. Here, the connection is wasted time. In this case, it’s okay to ask for a meeting, because:
It’s the fastest way to help them solve the problem.
Here’s what Gloria replied back:
5. Bringing In Their Favorite Movie
What’s your favorite movie?
Think about it.
Now, how would you feel if someone acknowledged your love for this movie and geeked out with you about it?
You’d probably be impressed, and if it came through your inbox, it would be a welcome reprieve from typical business emails.
Here’s an email sent by our sales consultant Alex (and the reaction he got back):
How to do it: Find their favorite movie (try Facebook and Twitter). Identify a character and at least one well-known attribute that you can relate back to your own product or service (through metaphor). What end benefit do they both share?
Here’s how it works in Alex’s email:
Character: Jedi → Salespeople at JBX
Attribute 1: Lightsaber → Sales enablement tool
Attribute 2: Mind tricks → Engagement data
Shared end benefit: Success (whether it’s conquering the sith or scaling and growing a team).
Note: This technique works best for movies where there’s a clear protagonist and antagonist.
That’s all for now. Do you have any examples of emails that worked for you? We’d love to hear from you!
- “Personal selling” = Finding out who they are & what their needs are, then catering your initial outreach to that. Your first email should start a conversation where you listen.
- Move away from features and identify your value prop. What’s the end benefit?
- Lead with them, not you.
- Use a tool like email tracking to see when they’re opening your emails.
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