Issue 40.

My thoughts on automation.

I get it, everybody wants to use Chat.

I think it's amazing, and in sales, it can help us do so much.

But never forget to be just that little bit human.

Because humans (at least today) can still work out humans.

When I receive pitches, cover letters, or emails that are 100% Chat-written,

You can pretty much feel it,

And with the bar to using Chat so low

My brain instinctively ignores it.

In a world of samey samey,

doing samey samey

gets you the samey samey results,

which is very low engagement

with a low possibility of building a relationship or getting a sale.

So, how do we be “human”?

Unsurprisingly, it's different for everybody.

In today's marketplace, the true art of sales lies in genuine human connections.

Rather than bombarding clients with generic pitches,

consider crafting unique messages that resonate personally.

It’s about capturing their attention in a way that feels authentic

That prompts them to think of you, without directly discussing your product or service.

This approach not only respects their individuality

but also lays the groundwork for meaningful conversations when the time is right.

You can be quirky,

humorous,

different,

interested (rather than interesting).

You can even use Chat to do your research to find out about them.

Remember, being a human means being interested in the other human.

Sure, you are selling a product,

sure, you are selling to another business,

but in reality, you are selling to another human,

and that human can really tell if you have done the research

and thought about them (rather than just sending information about your product and you).

So strike out, use Chat to do the base work, but then be human,

Be different, because in sales today,

the greatest difference you have is not another automation tool.

It's you being you.

The Sell’s 15th episode is out.

This week, we have Walter Crosby.

I had such a good time talking to Walter.

He has more experience than me and his way of thinking about sales is so good.

He started doing 400 cold calls a day.

Now he teaches CEOs and sales leaders how to do it right.

If you’re wondering what the magic source of sales is, Walter gets pretty close to answering that.

Such a thoughtful, grounded conversation. I think you’ll really enjoy it.

Tune in on Apple Podcast & Spotify!