I’ve been hearing a consistent message from our clients and partners lately: sales is tough right now. Really tough. And it’s not just them – we’re seeing it across the tech ecosystem.
One of the biggest challenges? The traditional strategy of cold outreach is becoming increasingly ineffective. As someone who receives dozens and dozens of cold outreach messages daily, I can attest to this. I delete nearly all of them without a second thought. Why? Because they feel inauthentic, robotic, and often, downright awkward.
The rise of AI has absolutely made this problem worse. While AI can quickly generate emails and outreach messages, it lacks the human touch that builds genuine connections. As a result, many of us have become hyper-aware of impersonal, mass-produced communications. We crave human interaction in a world increasingly populated by bots and algorithms.
So, what’s the solution? How do we break through the noise and connect with potential clients in a meaningful way? What we’re finding works best: authenticity and relationships.
The opposite of impersonal, generated outreach is genuine connection, and that means getting intentional about building relationships. This doesn’t mean you need to have coffee with every potential client (though that would be nice!). Rather, it’s about creating a consistent, authentic brand presence across all your touchpoints.
Your brand is more than just a logo or a catchy tagline. It’s the feeling people get when they interact with your business. It’s what they think about you, what they believe you stand for. Brand works best together with positioning that communicates what makes you unique and valuable in the market.
When your brand and positioning are aligned and authentic, you create a powerful foundation for building trust. This trust is what will set you apart in a sea of cold, impersonal outreach.
Here are a few questions to consider as you evaluate your own brand and positioning:
- Consider your outbound and inbound strategy. How are you making people feel in the process? Is it your best representation of what you stand for and who you are?
- Do your visual assets create a tone and mood that aligns with what it would be like to meet you in person?
- Is your messaging focused on what you want to say, or what your potential clients want to hear?
- If you need an in-person meeting to explain why you’re different or better than the competition, how can you replicate the same feelings through your digital channels?
Remember, every touchpoint is an opportunity to build a relationship with your audience. Whether it’s your social media posts, your marketing campaigns, or even the automated emails from your system – each interaction should feel consistent with your brand and authentically represent who you are.
It’s also worth considering the potential damage of inauthentic outreach. Sending hundreds of impersonal emails might net you a few appointments, but at what cost? You run the risk of creating a negative impression of your business with hundreds of potential customers.
Instead, focus on creating content and experiences that speak to who you are and your value to your audience. Share your expertise, your unique perspective, and your personality. Let people get to know the humans behind your brand. This approach may not yield immediate results, but it builds a foundation of trust and recognition that will serve you well in the long run.
In a world increasingly dominated by AI and automation, showing your humanity is a superpower. Use it wisely, and you’ll find that meaningful connections and authentic relationships are still the most powerful drivers of success.
