Hassan Manjang
Humans Like Humans, Not Sales Scripts
June 15, 2025
Early into a Sales career and after the “honeymoon” phase of cracking into Corporate America (in this case Corporate Canada), it can feel hard to strike up a conversation with someone that may not want to talk. Finding common ground is crucial to any conversation.
Though most people outside of sales have a notion that a sales conversation is all about business, on the contrary that isn’t completely true. Humans are still humans at the end of the day. Finding commonality is crucial to connecting with folks and it’s a skill that many salespeople overlook or badly execute.
Having a “play” or a script to stick to is important but sometimes you’ve got to use your “feel” for the conversation. Reviewing your calls and researching your prospect will allow you to develop a unique point of view that you can bring to the conversation to gain credibility early.
Which brings us to “Personalization” in messaging. Remember it is very clear when your personalization is a weak attempt at trying to get a quick sale. You’ll lose respect from the buyer.
4 Ways to Approach Personalization
The most convenient way to understand Personalization is this:
Personalization that is relevant allows you to form a unique point of view in the conversation helping you gain credibility.
This will eventually break down the barriers and promote a more open conversation. But how?
1. Firmographic Personalization
Think about this as anything about your prospect’s company that is unique (new initiatives, record breaking YOY growth, new partnerships for instance) and would trigger someone to reach out. Connect that point to your buyer in some form or fashion in your outreach.
2. Technographic Personalization
Technological stack personalization, what types of technology does the company use? Do you have any idea what devices their end users use? Simple ways to build a Point of View are through pages that the company follows on LinkedIn. Partnerships are a good indicator and at the very least, it’ll allow you to come to the table with a unique point of view that can be challenged or confirmed by your buyer.
For Example:
Using LinkedIn, you notice your prospects company follows “Google”
Logically, you think they are on Google team in-house using Google devices.
With this perspective you now have, you can come with the assumption and ask (when appropriate in the flow of the conversation) if they are a “Google company?”
Confirmation or Denial. Followed by a simple and genuine; “Why do you use X”?
Now you have gained some level of personalization through the tech stack.
3. Demographic Personalization
This comes down to someone’s role, title, and responsibilities. Empathize with the pain that is universally felt in this space and state how you’ve relieved it for others. Resist the urge to mention your product’s name or over explaining the features. Prove a genuine understanding of the realities of the role and a solution that has worked. Simple and direct is your best friend, invite more questioning.
4. Psychographic Personalization
When doing your research on a prospect, what of their personal achievements have you noticed? Have they written something? Do they have an article or blog or book? This approach requires you to talk about the person in specific.
For Example:
Your prospect that wrote a book on Sustainability.
Mention a specific line or fact from their work and find a way to relate that to your value proposition. Do it seamlessly and thank them for their work and what they do for the community. This can help you when trying to get the buyer to see you as a strategic partner and not a sales representative.
Try these 4 ways to approach personalization in your next outreach! Humans like humans, not sales scripts!