How PVC Selling Boosts Engagement and Drives Results

In the recent Maximizer webinar “Maximizing Sales Success: Leveraging the best tools for sales leaders,” FlyMSG Ceo Mario Martinez Jr suggests that buyers have less than a 3% engagement rate with non-personalized emails. When inboxes are flooded with AI-generated communications, how can you make an impact? 

PVC Methodology (Personalization, Value, Call-to-Action) prioritizes building strong relationships with buyers by demonstrating genuine interest, providing meaningful value, and offering clear next steps. Move away from generalized mass-emails and aim to deliver the best communication experience for your leads and customers. Implement PVC across all communications channels for targeted, high impact messaging, while improving response rates, building more robust relationships, and increasing customer retention. 

The three principles of PVC 

Personalization  

Potential clients can easily spot AI-generated or templatized emails. Instead of using AI to write your email, use AI to research them – use relevant details from their LinkedIn, company site, and other online data to collect details that will help you personalize your communications. Use your research to learn about the person you are reaching out to and then use these details to make your conversation more engaging.  Demonstrate genuine interest in building the relationship by commenting on geography, industry news, and LinkedIn activity in your outreach. Show them that you are interested in the relationship and are capable of putting in the work. Relate to them human-to-human, and slice through the AI-generated noise. 

Value 

Doing your homework doesn’t just help you start the conversation; your research also informs how you connect.  Use your research to offer tailored insights, resources, and solutions. By avoiding generic “one-size-fits-all” suggestions, you can address specific challenges (like pipeline building or lead generation). Specificity creates value for the client from the outset, building trust and increasing the likelihood of continued conversation.  

Call-to-action 

If personalization gets you in the door, and value keeps you there, then the call-to-action ensures your prospects and customers are coming back. End every interaction with a clear next step: book a meeting, answer a question, explore an asset or upcoming event. Make following up easy and intuitive.  

PVC across communication channels

Mario Martinez Jr shares how, pre-Covid, reps made eight to twelve touch points before soliciting a response. Now it’s twelve to eighteen. Making each connection as impactful as possible is now more important than ever. Use PVC for all your communication, regardless of platform.

• Email: Keep your messages to a concise 70-80 words (and never over 111).
• LinkedIn: Avoid automated connection requests; engage meaningfully by commenting on posts or tagging buyers in relevant content.
• Voicemails and video messages: Take advantage of the live-ness of these platforms to leverage personalization and showcase authenticity.

PVC and CRM: A powerful combination 

Test PVC’s effectiveness for yourself. Implement PVC into your sales playbook, and then use your CRM to measure success by tracking response rates and time-to-engage metrics. Teach your reps to use CRM combined with PVC to ensure they stay on track while building prospects and customer relationships. As Mike Curliss shares in the recent webinar, integrating PVC and CRM is a “great way to provide visibility to an organization and to speed up the pace of communication.” With the right CRM, sales leaders can track responses and fine tune their approach. CRMs like Maximizer use AI features for messaging suggestions, follow-ups, and reminders for appropriate milestones, keeping all communication personalized, organized, and aligned.  

PVC in today’s sales  

In a market saturated with generalized communication and generative AI, combining PVC with AI-powered technology gives you the edge. Personalization is more than a tactic; it’s a mindset. Use PVC to build relationships where clients feel respected, centered, and supported. 

Curious about what using PCV looks like in practice? Watch Mike Curliss (Maximizer President) and Mario Martinez Jr (CEO of FlyMSG) discuss their experience and expertise in Maximizing Sales Success: Leveraging the best tools for sales leaders.