In Closing Moves – Inside Brian’s Deal-Winning Playbook, trumpet CEO Rory Sadler, CEO of trumpet, and Brian LaManna, Enterprise AE at Gong, to talk about what’s actually working in sales right now.
For Brian, the answer is simple - personal beats automated, every time.
Personalisation that can’t be automated
Brian doesn’t waste time on mass sequences or cold, generic messaging.
“I don't think I've landed a single opportunity through zero personalisation messaging, so for me, that’s just a waste of time.”
Instead, he invests in what can’t be replicated by AI: human touches that stand out in a noisy inbox.
“What’s been working super well is anything hyper-personalised, things that couldn’t be done with AI. LinkedIn voice notes, gifting, and warm introductions have been the highest success rate.”
Lean on relationships, not sequences
Before adding a prospect to an outbound sequence, Brian checks his network:
“If I’m prospecting Rory, I’ll see if anyone at Gong knows Rory. I’ll reach out to them and ask for a two-on-one email or a LinkedIn intro. That’s been super effective.”
These small moments of genuine connection build faster trust and dramatically increase conversion rates.
When everyone automates, get human
As Brian puts it, while the industry leans on tools and templates, you should be leaning in.
“As everyone’s going more towards AI and automation, when they zig, you zag.”
The best sellers will always be the ones who sound most human.
FAQ
Why doesn’t generic outreach work anymore?
Buyers receive hundreds of identical emails every week. Personalised, relevant outreach cuts through and creates instant credibility.
What are examples of high-performing personal touches?
LinkedIn voice notes, thoughtful gifting, and warm introductions all drive stronger engagement.
How can AEs stay effective in the age of AI?
Use automation for research and admin, but lead with human, creative, relationship-driven touches that can’t be automated.
Head here to watch the full webinar
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