Vendors! Do this with your outreach!

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Note to sales people: definitely don't use a template when reaching out to vendors! It's really obvious when someone has put little to no effort into a communication. Look at the company's background and tie your product into what they're doing and how your tool would provide value. If I'm investing my time and potential finances into your tool, then you need to show investment and effort in learning about what we're doing. The recipient of your outreach is paying attention to the little details, and it can make or break the ability to book that first phone call.