Breaking Through the Noise

Lead with Value, Not a Demo

Stop asking for meetings to “show you what we do.” Buyers don’t care what you do—they care about what you can do for them. Instead of requesting their time, offer something valuable upfront.

Send a brief video audit of their current workflow with specific suggestions for improvement. Share a relevant case study showing how a similar company achieved measurable results. Create a custom ROI calculator based on their publicly available metrics. These tactics demonstrate expertise and provide immediate value, making buyers far more receptive to continuing the conversation.

Use Pattern Interrupts

When everyone else is sending text-based emails, consider alternatives that naturally stand out. A short, personalized video message can be remarkably effective—seeing a real person addressing them by name and speaking to their specific situation creates an immediate connection.

Physical mail has also made a comeback precisely because it’s so unexpected. A handwritten note, a relevant book with highlighted passages, or even a creative package related to their business can cut through digital clutter. One software salesperson famously sent prospects a small puzzle box with the message “Opening new markets shouldn’t be this hard” with their contact information inside.

The key is making it relevant and tasteful, not gimmicky. A random piece of swag with your logo is forgettable. A thoughtful item that connects to their specific challenge is memorable.

Leverage Social Proof Strategically

Rather than claiming “we’re the best” or listing generic customer logos, tell specific, relevant stories. If you’re reaching out to a VP of Sales, share how another VP of Sales at a similar company used your software to reduce their sales cycle by 30 percent—and mention that person is happy to speak with prospects.

Better yet, ask existing customers if they’d be willing to make warm introductions to peers in their network. A “your colleague at Company X suggested I reach out” message gets opened and read far more than cold outreach.

Engage Where They Already Are

Stop fighting for attention in their crowded inbox and show up where prospects are already engaged. Thoughtfully comment on their LinkedIn posts, contribute to industry forums they frequent, or join communities where they’re active.

When you do eventually reach out directly, you’re no longer a stranger—you’re someone who’s been adding value to conversations they care about. This social proof and familiarity dramatically increases your chances of getting a response.

Follow Up with Creativity and Persistence

Most sales are made between the fifth and twelfth touchpoint, yet most salespeople give up after one or two attempts. The key is following up persistently without being annoying.

Vary your approach with each touchpoint. After your initial email, try a LinkedIn voice note. Then send a relevant article with a brief note on why you thought of them. Follow up with a creative breakup email: “I’ll assume you’re not interested and this will be my last note—but before I go, here’s one last insight I thought you’d find valuable.”

Each touchpoint should provide standalone value, never just “circling back” or “bumping this to the top of your inbox.”

The Bottom Line

Breaking through to buyers isn’t about tricks or manipulation—it’s about demonstrating that you understand their world, respect their time, and have something genuinely valuable to offer. In a sea of generic outreach, creativity and personalization aren’t just nice-to-haves; they’re essential for survival.

The software salespeople who consistently win aren’t necessarily the ones with the best product. They’re the ones who earn attention by being different, relevant, and valuable from the very first interaction. Master that, and you’ll find doors opening that stay closed for everyone else.