May 4, 2020

How Personality AI Is Changing Sales

By Greg Skloot, Co-founder, Crystal

For those following the traditional style of cold-calling and emailing prospects, the sheer volume of messages these prospects receive every day can make it hard to stand out. With the rise in AI and automation in sales, the logistics involved in outreach have become easier, but the ability to actually connect with people has become harder. Putting in hours of work – just to be rejected or ignored countless times – can feel overwhelming and disheartening.

But what if you could improve your success rate?

Just as some AI tools are increasing the efficiency of the sales process, personality AI is making it easier to communicate with prospects in a more personalized way that gives them the information they need in a way they want to hear it – making time spent on cold calling and emailing much more effective and worthwhile.

What Is Personality AI?
Personality AI uses machine learning and artificial intelligence to predict anyone’s personality – using their online footprint. This means it’s now possible to understand the natural preferences and communication styles of strangers. Rather than flying blind in a cold call, meeting, or email, personality AI can act like a virtual coach that helps you each step of the way.

Knowing someone’s preferred communication style lets you communicate with them in the way they want – increasing email open, read, and response rates as well as cold call success rates. That’s a complete game-changer for reaching each prospect and customer.

Sending Personalized Emails
We all know how it feels to have an inbox full of clutter and seemingly spammy messages. It’s easy to delete 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 constructing 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 providing every bit of information. Personality AI makes it easier to construct messages that matter to your prospect – and get responses.

Making a Good Impression
Personality AI can also make it easier to leave a positive, lasting impression 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 understanding the differences and communicating accordingly with your prospects, you’ll build trust faster and more easily maintain important connections 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. Mixing up that information increases the chance a prospect turns cold, since they aren’t getting the information they want.

Insights offered by personality AI 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 information 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 helping 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.