Brian LaManna argues that personalization gets attention but relevance closes deals. A seller who offered 20 minutes of concrete advice on audio equipment after spotting a podcast quality issue won the meeting, not because he mentioned the prospect's hometown.
If you were prospecting me as an example, hey, Brian, saw you went to Indiana University. Saw you're just coming up on four years at Gong. Those are great, like, personalization nuggets, but that's not a reason for somebody to take a meeting or to buy a technology or to move on in the process. So I think a little bit of that, like, personalization is okay for the purpose alone of just, like, making it scream that, hey, this was written by a human. Like, I did my homework versus relevance. That more has to do, like, with the business or a problem they might be facing in their role, that's more compelling for them to take a meeting. I had a seller actually reach out to me and they basically led with, hey, Brian, like, heard your most recent podcast with X, Y, Z. I saw in the video that it was a little bit grainy, blah, blah, blah. And they started framing up the problem and they offered up 20 minutes of their time to give me a couple of recommendations on like, sound equipment, audio equipment, like leading with real value. That's relevance related to my role and like, coming across as more of a leader and having executive presence on sales calls, and it has a real problem attached to it versus just like, hey, I saw you into Indiana go Hoosiers.
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