Marc Wayshak is founder of Sales Strategy Academy. As a sales strategist, he created a system aimed at revolutionizing the way companies approach selling, based upon his experiences as an entrepreneur, All-American athlete and research and training. A graduate of the University of Oxford's MBA program and Harvard University, he is the author of Game Plan Selling and Breaking All Barriers.
Think it through from the POV of your prospects. Visualizing how much of it they are actually going to view tells your exactly where to focus your efforts. Fire off some boilerplate with just a name change? Game over.
To start a sales relationship off right, you have to offer value out of the gate, but just as important is attempting to understand a prospect's challenges. Without these essential exchanges, you're just pitching into the wind.