There is a common misconception in the world of sales: that simply sending out mass emails or LinkedIn messages can be considered an active sales process.
These practices are neither effective nor productive when it comes to building sustainable customer relationships.
1. Impersonal communication is off-putting
When a message lands in the inbox that has clearly been sent to hundreds or even thousands of people at the same time, the recipient hardly feels addressed.
This shows that no time was invested in understanding the individual needs or interests of the recipient.
Why this is a problem:
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The message seems mechanical and emotionless.
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Customers feel like they are just a number on a list.
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There is no trust – a key factor in sales.
👉 Better: Use a personalized approach. Research who your target person is and show genuine interest in their challenges and goals.
2. Sales requires relationship management, not mass
Selling is about building relationships.
It's about building trust, understanding needs and offering solutions that really help.
Mass communication completely ignores this important aspect.
Example:
A personal phone call or a thoughtful email with a concrete suggestion is much more effective than a generic message like:
"Hi [Name], I saw your profile and think our product would be a perfect fit. Let's talk!"
👉 Better: Give insight into why you are getting in touch. Refer to a specific problem, a market change or an individual challenge.
3. You destroy your brand
Spam-like messages can damage your brand in the long run.
Customers who are annoyed by unwanted communication will not only not buy, but may even actively advise against working with you.
Why this is critical:
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Your reputation is difficult to restore once it has suffered.
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Customers value integrity and transparency – spam conveys the opposite.
👉 Better: Build your brand as trustworthy by communicating with respect and clarity.
4. Mass communication is inefficient
Many companies rely on mass mailings because they are supposedly “scalable.”
But how high is the conversion rate really?
Most of the time, such messages end up unread in the trash.
Statistics:
The average open rate of cold calling emails is less than 20% , and the response rate is even lower.
👉 Better: Use your time and resources to cultivate valuable contacts. Quality over quantity.
5. The focus should be on added value
What can you do to attract the attention of potential customers?
The answer is simple: deliver real added value.
This means sharing information or offers that are useful, relevant and tailored to the target audience.
Examples of added value:
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Shares relevant industry insights.
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Offer a free workshop or demo.
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Give practical tips that can be implemented immediately.
👉 Better: Instead of "selling", focus on helping. Customers notice the difference.
Conclusion: Selling requires heart and mind
Mass mailings and LinkedIn messages are not a shortcut to success.
Real sales are personal, empathetic and based on trust. Real sales are learned and a calling.
Invest in building relationships instead of blindly relying on volume. Your customers will thank you – and so will your sales.
If you need help with sales, please contact us. Saskia is our expert in sales and sales strategies.
