Catching up with Will Allred, CEO & Co-founder of Lavender
We recently caught up with Will Allred, CEO & Co-founder of Lavender, to talk into his insights on personalisation, automation, and the human touch in sales as outreach is continuously being refined.
Multi-channel personalisation
For sales professionals, striking the right balance between automation and authenticity is key. Will highlights the importance of engaging prospects across multiple channels in a way that feels genuinely personal. As he puts it:
“If I’m calling you and leaving you a voicemail, I shoot you a note on LinkedIn and I’m emailing you, of course, it’s me on the other end, right?”
By ensuring each interaction is personalised and thoughtful, sales reps create a sense of reciprocity. It signals to prospects that real effort has gone into understanding their challenges and how they might benefit from the solution being offered.
When to reach out – and when to hold back
Timing plays a crucial role in outreach success. As Will explains, prospects have moments where they are more likely to engage, but the key is to approach outreach with a mindset that fosters conversation rather than just ticking a box. He also raises an important question for sales teams to consider:
"If there’s no valid reason to reach out, like they’re clearly not in the best possible position… is there a different way to work the account?"
Instead of forcing outreach for the sake of it, reps should consider alternative ways to build engagement—whether that’s nurturing the account over time, providing value-driven content, or identifying the right moment to re-engage.
The long game of sales cadence
Sales is not about immediate wins but about building relationships that lead to meaningful conversations. Will emphasises the importance of a well-structured, long-term cadence that keeps the door open for engagement. When done right, this approach builds genuine dialogue rather than robotic, transactional interactions.
Final thoughts
Will’s insights are a reminder that successful sales outreach is about timing, intent, and authenticity. By thoughtfully integrating personalised touch-points across multiple channels, sales teams can stand out in an era where automation often dilutes the human element.
At trumpet, we’re always looking for ways to help sales teams create more meaningful connections. Stay tuned for more conversations with industry leaders who are shaping the future of sales!
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