templated, generic messages that don’t interest you. To break through the noise in every prospect’s inbox, it’s important that you send messages that are personalized for them. In other words, write emails that people want to read.


Personality AI offers advice for con- structing emails for each person that will be most effective for them. Some people want emails that are detailed and thorough, while others may want short, concise emails that serve as a jumping-off point, rather than provid- ing every bit of information. Person- ality AI makes it easier to construct messages that matter to your pros- pect – and get responses.


MAKING A GOOD IMPRESSION Personality AI can also make it easier to leave a positive, lasting impres- sion on new prospects. When you understand what different people want from an initial meeting, you can adapt to fit their style. For example, some prospects may be comfortable sharing stories and connecting on a personal level, while others may want to keep things more direct, concise, and professional. By


SELLING TIP


How Would You Approach This Prospect? To an observer skilled in reading body language, prospects’ signals have an unmistakable meaning: Maybe the pros- pect is hesitant, tense, and guarded, so maybe something is bothering this person. In spite of the words spoken, this prospect is telling your salesperson to proceed with caution. If they know how to read this prospect’s body language and make the right counter-moves, your salespeople will have a good chance of creating a new customer. But, if they are unaware of what’s happening and how to respond, they’ll blow the sale.


At every step of the sales call, the prospect gives your salespeople silent signals that reveal his or her thoughts and feelings – telling them how to make the sale. And, unlike spoken language, body language can’t lie. Did you know that most buyers are persuaded more by what they see than by what they hear? It’s true. In fact,


according to a study by Dr. Albert Mehrabian, professor of psychology at UCLA, 55 percent of all communication is nonverbal.


Think about it: No matter how good your salespeople are with logical arguments, no matter how well prepared


they are to answer questions and meet objections, they are going to lose sales unless they are able to “hear” and “speak” body language.


This is the world of nonverbal communication. It’s so powerful a tool that it can double or triple your sales! – SELLING POWER EDITORS SELLING POWER APRIL 2020 | 17 © 2020 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


understanding the differences and communicating accordingly with your prospects, you’ll build trust faster and more easily maintain important con- nections with them.


CONSTRUCTING AND ADAPTING PITCHES Pitching an idea, product, or service to strangers you have never met can be intimidating – especially if you don’t know exactly what they’re looking for or how they want to hear about it. This lack of clarity and understanding often leads to pitches that sound impersonal, formulaic, and boring since they aren’t adapted for the personalities present – making the likelihood of success slimmer. For example, some prospects may


care about having evidence to back up every claim, or data to prove the product or service’s effectiveness, while others are more interested in how forward-thinking, inventive, or creative a product or service is. Mix- ing up that information increases the chance a prospect turns cold, since they aren’t getting the information they want. Insights offered by personality AI


‘‘


The least


movement is of importance to all nature. The entire ocean is affected by a pebble. BLAISE PASCAL


make it easier to personalize pitches so they effectively reach every unique prospect. When you know what most interests and motivates someone, you’ll be able to discuss the informa- tion they care about, present pricing in a comfortable but effective way, and handle any objections they may offer. Personality AI is easing the difficulty of communication in sales and help- ing salespeople stand out from the crowd by learning to communicate with prospects in the way they want with the information they need. 


Greg Skloot is co-founder of Crystal. Contact him at gregs@crystalknows.com or on LinkedIn.


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