John Barrows

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I'm watching everyone make the same mistake with AI "personalization" and it's painful to see.

I got a DM yesterday that started with "I saw you're a CEO at JB Sales and thought you'd appreciate this."

That isn't personalization. That's a mail merge from 2012 with a new coat of paint.

Here's the reality of where we are right now.

If an AI can write your entire outreach without you changing a word, your prospect knows. They can feel the "slop" from a mile away. It lacks the one thing that actually creates a connection: a point of view.

I spent the morning playing with a new research tool. It pulled 10 different insights about a target account in under 30 seconds. It told me about their recent funding, their hiring slowdown, and a quote from their CTO on a recent podcast.

The tool did the heavy lifting, but it didn't do the selling.

I still had to look at those 10 insights and decide which one actually mattered to the problem I solve. I had to connect the dots between their hiring freeze and how our training helps the team they already have.

AI is a research assistant, not a replacement for your brain.

The reps who are winning right now aren't the ones sending 1,000 "AI-personalized" emails a day. They're the ones using AI to find the needle in the haystack so they can write 10 emails that actually land.

They're using it to compress the feedback loop, not to automate the relationship.

Are you using AI to do more work, or are you using it to do better work?

#SalesTips #AIinSales #MakeItHappen

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