In business-to-business selling, the “benefits” of buying from you are all dependent on each buyer’s individual situation. Careful research prepares you to find those individual needs and preferences.
Salespeople can never do too much research on a company. The more you know about a company, the easier it will be to ask the right questions that lead to the sale.
I spend at least three to four hours doing basic research on a company before I ever set foot in its door. After researching one prospective client, I found that the president of the company shared the same unusual last name as mine. Knowing that, I wondered if anyone would ask me if we were related.
Sure enough, during a meeting at which the president wasn’t present, the plant manager asked, “Do you know who the president of this company is?” I told him, “Yes, I was wondering if anyone would question my name. And no, we’re not related.” Everybody in the meeting became much more comfortable, and the rest of the meeting went great.
You can research a company:
- On the Web and social media
- By talking to co-workers
- By talking to other salespeople
- At business-specific associations
Research takes time, but the rewards are worth it.
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