I. Introduction: The Power of Common Ground

Remember that time you found yourself at a networking event, surrounded by unfamiliar faces, each holding a drink and a carefully crafted elevator pitch? It can feel like navigating a minefield of forced smiles and awkward small talk, right? But then, amidst the sea of strangers, you spot someone you recognize – maybe it’s a former colleague, a fellow alum from your university days, or even someone who frequents your favorite local coffee shop. Suddenly, the atmosphere shifts. You’ve got a shared history, a common thread that instantly makes the conversation flow effortlessly.

That, my friend, is the power of shared experiences. And in the often-overwhelming world of B2B sales, where cutting through the noise feels like an Olympic sport, those shared experiences can be your secret weapon. Think about it: in 2023 alone, an estimated 126 trillion B2B emails were unleashed upon unsuspecting inboxes. That’s a level of digital clutter that would make even Marie Kondo shudder. Generic outreach simply doesn’t cut it in this environment.

But when you take the time to uncover and leverage genuine common ground – whether it’s a mutual customer, a shared investor, or even a past employer – you transform your outreach from forgettable to fascinating. You’re no longer just another salesperson vying for attention; you’re a familiar face in a crowded room, someone worth listening to.

II. Why Shared Experiences Matter: The Science of Connection

We’re all bombarded with messages about the importance of “personalization” in sales. But let’s be honest, how many times have you received an email that felt truly tailored to you, rather than a generic template with your name haphazardly inserted as an afterthought? True personalization goes beyond simply getting the data right; it’s about forging a genuine human connection.

And that’s where shared experiences become invaluable. When you can tap into that common ground, you’re not just pitching a product or service; you’re building a foundation of trust and understanding. It’s like that feeling you get when you discover a friend shares your love for a particular band, author, or hobby – suddenly, you’ve got a deeper connection, a shared language that transcends the superficial.

This isn’t just sales psychology 101; it’s rooted in the very way our brains are wired. The principle of liking suggests that we’re naturally drawn to people we perceive as similar to ourselves. Shared experiences create instant similarity, making your prospect more receptive to your message and more likely to trust your recommendations.

III. Unearthing Golden Nuggets: Where to Find Shared Experiences

Gone are the days of relying on dusty Rolodexes and outdated spreadsheets. Today’s savvy sales professional understands that unearthing those golden nuggets of shared experience requires embracing the power of digital detective work.

While LinkedIn is a valuable starting point, it’s just the tip of the iceberg. To truly uncover those hidden gems, you need to dig deeper, exploring the vast landscape of online information:

• Company News & Funding Announcements: Platforms like Crunchbase and Owler are treasure troves of information, revealing valuable insights into a company’s funding history, key investors, and strategic partnerships. Has your prospect’s company recently received funding from a firm you have a connection with? That’s a golden opportunity to reference that shared investor, instantly boosting your credibility and demonstrating that you’ve done your homework.
• Social Media Goldmines: Don’t just scan for direct connections on platforms like Twitter and LinkedIn – dive into the content they’re sharing and engaging with. Did your prospect recently tweet about a company you both admire? Or perhaps they shared an article about a challenge that your solution directly addresses? These insights can be woven into your outreach to demonstrate that you’re not just spamming them with a generic pitch; you’re paying attention to their world and genuinely understand their needs.
• Tech Stacks & Tools: Websites like BuiltWith and Siftery provide a peek behind the curtain, revealing the technologies and software that power a company’s operations. If you discover that you’re both using the same tools, it’s a powerful way to establish common ground and spark a conversation. For example, you could say something like, “I noticed we’re both leveraging [Asana] – we’ve found it to be a game-changer for streamlining our [project management process]. Curious to hear about your experience with it!”
• Mutual Connections – The Power of Warm Intros: Never underestimate the power of a warm introduction. If you have a mutual connection who knows and trusts your prospect, reaching out through them can make all the difference. Even a second-degree connection can be incredibly valuable for getting your foot in the door and establishing instant credibility.

The key is to approach this research with a detective’s eye, developing a system for gathering, organizing, and leveraging these insights. Several tools can help streamline this process, but the most important thing is to be deliberate, strategic, and genuinely curious about the people you’re connecting with.

IV. Crafting Killer Conversation Starters: From Insights to Intrigue

Now that you’ve unearthed those valuable shared experiences, it’s time to transform them into compelling conversation starters that cut through the noise and pique your prospect’s interest. But beware: simply dropping a generic compliment like “I saw you worked at Google” isn’t enough. You need to connect the dots and demonstrate why it matters to them.

Think of it like crafting a good story. You need a hook, a relatable experience, and a clear takeaway. Here’s a simple framework to guide you:

1. Identify the Shared Experience: Start by clearly stating the common ground you’ve uncovered. For example, “I noticed we’re both invested in [Company X]” or “I see you’re also passionate about [sustainable business practices].”
2. Connect it to a Relevant Point: This is where you demonstrate that you’ve done your homework and understand their world. For instance, you could say, “I was particularly impressed with [Company X]’s recent work on [developing a new carbon-neutral manufacturing process]” or “I’ve been following [the sustainable business movement] closely, and I’m curious to hear your thoughts on [the latest regulations impacting your industry].”
3. Spark a Dialogue: End with an open-ended question that encourages a response and keeps the conversation flowing. For example, “Have you had a chance to explore their latest report on [reducing carbon emissions in supply chains]?” or “I’d love to hear your perspective on how [the push for sustainability] is shaping the industry.”

Remember, authenticity is paramount. Don’t force connections or make false claims just to get your foot in the door. Your goal is to build a genuine relationship, and that starts with being respectful, sincere, and genuinely interested in the people you’re connecting with.

V. Shared Experiences in Action: Real-World Examples and Success Stories

Let’s move beyond theory and look at how shared experiences have translated into tangible results for B2B sales professionals:

• Example 1: An SDR at a rapidly growing tech company was struggling to land a meeting with a VP of Sales at a high-profile target account. After some digging, they discovered that the VP had previously worked at a company that was a raving customer of theirs. In their outreach, the SDR highlighted this shared experience, mentioning how much they’d learned from the VP’s former colleague, [John Smith], who had achieved impressive results using their platform. This personalized approach instantly grabbed the VP’s attention, cutting through the noise and leading to a meeting that eventually converted into a significant deal.
• Example 2: An Account Executive was preparing for a final presentation with a potential client, a CEO known for his data-driven approach and no-nonsense demeanor. During their research, the AE noticed that the CEO was an avid art collector, with a particular passion for a niche style of modern art. The AE, also an art enthusiast, decided to subtly weave this shared interest into their presentation, using a metaphor related to the CEO’s favorite art style to illustrate a complex concept in a relatable way. This not only helped the CEO grasp the key takeaway but also created a memorable moment of connection that transcended the typical sales pitch.

These are just a few examples of how shared experiences can be leveraged across the sales funnel – from initial prospecting to closing deals and nurturing long-term relationships. By understanding the power of these connections, you can transform your outreach from forgettable to fascinating, building stronger relationships and achieving better outcomes.

VI. Beyond the First Touch: Nurturing Long-Term Relationships

The power of shared experiences extends far beyond the initial outreach. Just like in personal relationships, these connections can be nurtured and strengthened over time, leading to deeper trust, loyalty, and mutually beneficial partnerships.

Here are a few ways to keep those connections alive throughout the sales cycle:

• Reference Shared Experiences in Follow-Ups: Instead of sending generic follow-up emails that get lost in the inbox abyss, find ways to weave in those shared connections. For example, you could say, “I was thinking about our conversation about [the future of renewable energy] the other day, and I came across this article that I thought you might find insightful.” Or, “I remember you mentioning that you were a fan of [Tesla’s] work – they just released a new case study that I thought you might find relevant to your current challenges.”
• Share Relevant Content Based on Shared Experiences: If you discover an article, report, or case study that aligns with your prospect’s interests or challenges – especially if it relates to a shared experience – don’t hesitate to share it with them. This demonstrates that you’re invested in their success and willing to go the extra mile to provide value, even if it doesn’t directly lead to an immediate sale.

Remember, building strong, lasting relationships is about more than just closing deals; it’s about becoming a trusted advisor who genuinely understands and supports their needs. Shared experiences are the foundation upon which those relationships are built.

VII. Conclusion: The Future of B2B is Human

In an increasingly digital world, where automation and artificial intelligence are transforming the sales landscape, it’s easy to get caught up in the allure of efficiency and data-driven strategies. But at the end of the day, B2B sales is still a human-to-human interaction. People buy from people they like, trust, and feel connected to.

By tapping into the power of shared experiences, you can cut through the noise, build stronger relationships, and set yourself apart in a crowded market. So, as you navigate the ever-evolving world of B2B sales, remember that sometimes the most effective strategies are the ones that feel the most human.

Call to Action: What’s one shared experience you can leverage today to make your outreach more effective? Share your ideas in the comments below!

About Autobound

Autobound's leading AI-powered platform delivers 350+ unique insights for go-to-market teams from financial filings, social media activity, 35 news events, competitor trends, job changes and more. Trusted by 7,000+ companies including TechTarget and validated by 220+ 5-star G2 reviews, we're unlocking hyper-personalization at scale, with native integrations for Salesloft, Outreach, and more. Leverage our developer-friendly API, try our Chrome extension, try our platform free, or contact our team to eliminate guesswork and drive measurable growth →

Built with love in San Francisco, CA