COMMUNICATION


Proof That WIIFM (What‘s in


It for Me) Really Works Leveraging Conversational Intelligence Increased


Results by 366% TOM STANFILL


Conversational intelligence and digital transformation are all the rage. Gartner calls it the Sales Tech Mayhem.


As a result, anything that can sift through mountains of information, thousands of customer interactions, and identify the most relevant re- sources – then serve it up, just in time to sellers – is a good thing.


The question now is what data should the AI tools mine? How do you prioritize and serve up the information that will have the most impact on a seller’s performance? We decided to conduct our own little experiment.


8 | NOVEMBER/DECEMBER 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


What we found is that there are


more efficient ways to access informa- tion today, but what hasn’t changed is the best way to leverage information.


THE AUDIENCE To determine which messages pro- duce the greatest results, we chose the most challenging sales environ- ment: the thinking that, “If it works here it will work anywhere.” There- fore, we targeted 500 VPs working in large companies (over $500 million). The goal: Determine what type of message would elicit the highest response rate to a cold email. Once we nailed down the audience, we had to choose a solution to market to them. We landed on our most popular training solution at the time (Virtual Selling Skills). We then divided


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