If you’re making outbound calls and tired of hearing “not interested” before you even finish your first sentence, this is for you. Whether you’re a sales rep, SDR, or team lead, you know that cookie-cutter scripts get tuned out fast. Personalization is the difference between a call that opens doors and one that gets hung up on. Here’s how to make your call scripts in Orum feel like they were written for a real person—because they should be.
Why Personalization Matters (and What It Actually Means)
Let’s get clear on terms. “Personalization” isn’t just dropping someone’s first name into a script. If that’s all you do, you’ll sound like a robot with a mail merge function. Real personalization is about showing you’ve done enough homework to be relevant and respectful of someone’s time.
- It’s not: “Hi [First Name], I see you work at [Company Name].”
- It is: “Hey [First Name], I noticed [recent event/accomplishment]. Curious how you’re thinking about [relevant challenge].”
Most people can spot a generic script a mile away. With tools like Orum, it’s tempting to crank out more calls, but more isn’t always better. Relevance gets you heard.
Step 1: Get Your Data House in Order
You can’t personalize what you don’t know. Before you touch your scripts, make sure your data is clean and useful.
- Audit your CRM: Are job titles, recent activities, and industry data up-to-date? Garbage in, garbage out.
- Integrate your sources: Orum pulls data from your CRM and sales tools. If your fields are a mess, no template will save you.
- Decide what matters: What info actually helps you connect? Recent funding, a new product launch, or a mutual connection? Pick 2-3 key data points, not a laundry list.
Pro tip: Don’t get paralyzed trying to research everything. You just need enough to sound like you’ve done your homework.
Step 2: Build Script Templates with Smart Merge Fields
Orum lets you use merge fields (variables that pull in data like name, company, or recent news) in your scripts. But it’s easy to overdo it and sound robotic.
- Limit automation: Use merge fields for basic details, but write the rest in a way that feels natural.
- Focus on relevance: “I saw [Company] just [event]. How’s that impacting your team?” is better than “I see you’re a [Title] at [Company].”
- Leave room to improvise: Add prompts like “[mention shared connection or recent news here]” to remind yourself to make it real.
What to skip: Don’t try to automate personalization for nuanced stuff (like a joke about their LinkedIn post). If it requires actual thought, do it yourself.
Step 3: Create a Pre-Call Research Routine (That Doesn’t Suck Up Your Day)
The best reps don’t wing it, but they also don’t spend 20 minutes per prospect. Here’s a process that’s quick and effective:
- Set a timer: Give yourself 2-3 minutes tops per lead for research.
- Scan LinkedIn and company news: Look for recent promotions, product launches, or hiring sprees.
- Check mutual connections: If you have a shared contact, that’s gold. Mention it, but don’t fake it.
- Jot a personal note: In Orum, use the notes field to add one tidbit you can reference naturally.
Pro tip: If you can’t find anything unique in 2 minutes, move on. Not every call needs a deep dive.
Step 4: Write Scripts That Sound Like You, Not a Sales Robot
It’s tempting to copy a “proven” script off LinkedIn, but those get stale fast. The key is to write how you actually talk.
- Short sentences: If you wouldn’t say it out loud, don’t type it.
- No filler: Skip the “I know you’re busy, but…” Everyone says that.
- Ask real questions: “What’s the biggest headache your team’s dealing with right now?” is better than “Do you have 15 minutes to chat?”
- Adapt for objections: Have quick responses ready, but don’t read them word-for-word.
What doesn’t work: Overly formal intros, fake enthusiasm, or pretending you know them better than you do.
Step 5: Use Orum Features (But Don’t Hide Behind Them)
Orum’s power-dialer and live call coaching are great, but they aren’t magic. Here’s how to actually use the features to personalize:
- Script pop-ups: Use these for reminders about your research, not a crutch to read from.
- Call disposition notes: After each call, jot down what worked and what fell flat. Adjust your script as you go.
- Live call listening: Ask for feedback from a manager or peer on how natural you sound—most people think they’re less robotic than they are.
Ignore the hype: No software will make you sound human if your script is generic. Tools like Orum help you scale, but don’t skip the groundwork.
Step 6: Test, Iterate, and Ruthlessly Cut What Doesn’t Work
Personalization isn’t a set-it-and-forget-it deal. Track what’s actually getting people to stay on the call.
- A/B test openings: Try two different openers for a week and see which one leads to longer conversations.
- Listen to your own calls: Painful, but revealing. Where do you lose people? Where do they warm up?
- Ask for real feedback: “Did that intro feel relevant?” is a good question for a colleague—not your manager.
What to ignore: Vanity metrics like dials per hour. Focus on connects, conversations, and next steps booked.
Step 7: Keep It Simple and Human—Every Time
The more you complicate your process, the less likely you’ll stick to it. Personalization works best when it’s simple and repeatable.
- Don’t over-script: Give yourself bullet points, not full paragraphs.
- Keep updating: Tweak your script every couple of weeks based on what you’re hearing.
- Stay curious: The best calls are conversations, not pitches.
Personalizing your call scripts in Orum isn’t about hacking your way to more meetings. It’s about treating people like people—doing just enough homework to be relevant, then having a real conversation. Keep it simple, keep it honest, and don’t get sucked into the latest “guaranteed” template. Try one change at a time, pay attention to what actually works, and keep iterating. That’s how you get better calls—and better results.