As AI increasingly crafts communications, sellers must ensure their sales prospecting stands out from the rest.

As Kipp Bodnar and Kieran Flanagan point out, AI is turning sales prospecting into a commodity. AI-​generated emails are flooding inboxes with generic messages.

Traditional strategies are losing impact as these automated emails blend together. Sellers must focus on personalized outreach that cuts through the noise and connects with prospects. This doesn't mean shunning AI; it means not solely relying on it as the only means of creating communications. 

How can your sales prospecting outshine AI?

Bodnar and Flanagan share a few strategies that can help sellers effectively reach their targets. Their first tip is to consider how you’re engaging with prospects outside of prospecting emails.

“When anyone can reach your prospect’s inbox with AI-generated perfection, you need to figure out how to be visible elsewhere.”

What are you doing to prospect beyond emails? Are you putting as much time into those efforts? Are they consistent?

It’s vital that sellers use multiple touchpoints when prospecting. And the more varied their approach, the better. While email can be convenient, it also isn’t the only method that works.

SalesFuel’s research found that telephone calls are still a preference for communication with buyers. Despite rumblings that the telephone is outdated, it’s still a welcome form of outreach.

RAIN Group reveals that phone calls account for three of the top five most effective prospecting tactics.

“The phone is also the second most preferred way buyers like to connect with sellers (49% of buyers prefer to connect with sellers over the phone),” John Doerr writes.

 “C‑level and VP-​level buyers prefer the phone even more (57%).”

Sellers should also consider meeting sellers where they’re at. Research which social networks ideal prospects engage with most. You’ll find that many users are very open to prospecting messages.

In fact, as SalesFuel reports, 46% of buyers turn to social media during the early stages of their buying process.

Keep in mind that no matter which outreach methods you choose, you must offer value. Yes, it is a prospecting effort, but you must hook the buyer with more than a generic pitch.

As Reena Aggarwal, Attrock’s director of operations and sales, notes, “provide something useful to your audience to gain their trust and attention.”

Take a look at these tips to make sure each touchpoint delivers the value prospects want.

Leverage relevant content

Another way to make your sales prospecting stand out from AI is highlighting data. Success in AI prospecting hinges not on the technology, but on the quality and uniqueness of the information you share.

Content prospecting educates, informs and engages potential clients, explains Chad Johnson on LinkedIn. This builds trust, establishes authority and sets salespeople apart from competitors.

“Content prospecting has emerged as a pivotal element in connecting with potential clients and nurturing them through the sales funnel.”

According to Johnson, sellers can effectively use content prospecting with these best practices:

• Identify your target audience: Define customer profiles to share content that addresses their needs.
• Map content to the buyer’s journey: Tailor content for each stage of the prospect’s journey.
• Leverage a variety of content formats: Use different content types to reach various learning preferences.
• Focus on quality and relevance: Share high-​quality content that engages and prompts action.
• Promote your content across channels: Share content on social media, email and more.

Content prospecting makes B2B sales emails stand out by offering personalized, relevant information. Unlike mass AI-​generated emails, it addresses specific needs and pain points. Using formats like case studies or whitepapers adds value and shows expertise, making the email feel more authentic.

As companies send more AI-​generated messages, sellers must ensure their sales prospecting can compete for prospects’ attention. Thoughtful, personalized outreach that delivers value, using a variety of methods, is key.

Photo by PICHA Stock