And if you are a salesperson, you must stop thinking about personalization as an offer. Personalization is not a thing. Personalization is a process. I realize that many marketing experts may perceive personalization as a process for differentiating products, but it's really about how a company recognizes, understands, and serves the individual needs of a customer. Any product can be customized and made special.
Products are problem-solving tools.
Think about how different customers have different problems. There is a bias toward emphasizing the measurable. Measurable features may be over-emphasized. Marketers need to make the intangible tangible. Customers need signals that show them how good and reliable the company is.