11/24/201710:30 am

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I once had a friend contact me, frustrated with his lack of success with an email campaign.   85 people received it, 50% opened, 35% clicked through, and he had $0 in sales.   I had a look at his site. The problem? It was completely impersonal.   The product (doesn’t matter what it was) was solid, but he was relying too heavily on the ability of the product to sell itself.   In our modern age of readily-accessible data, everyone wants to quantify everything. Don’t get me wrong: I’m all for useful data and metrics.   But when it comes to sales, buyers make decisions based on emotion and find the facts to justify their choice afterwards.   If you want to be successful in your B2B or B2C interactions (or frankly any interaction whatsoever) understand this one fact: It’s about relationships. Everything is personal. You need to understand that people aren’t buying your product—they’re buying you. It’s not a new concept but it’s certainly true.   Let your customers know you. Yes, it can hurt more, since rejections will inevitably feel more personal. But it will get results.

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