The Perfect Prospect Prep - Top research hotspots to hit before a sales call

Sales is all about being on the frontline. It’s where sparks are ignited, deals are sealed and prospects become people, not just accounts. Yep, it’s nifty psychology meets corporate conquering - the modern day business cocktail. These foot soldiers have to tick an array of boxes and master so much more than cliched representations may have you to believe. Best sales practice is about investing in your prospects early on, keeping a keen eye on the business landscape and perfecting the personal touch.

Preparing for sales calls becomes a detailed ritual, artfully crafted to tap into personal needs and company goals. The days of fearlessly going in for the kill just doesn’t fly anymore, we’ve witnessed the death of the ‘big sell’. The modern salesperson is a pro at putting in the legwork, quick fixes and flaky prep do nothing to evoke success or trust.

So, what’s the best way to go about finding that connection with a prospect? Research.  The web offers up a million and one ways to prep for that sales call, here’s just a few ports of call when it comes to getting to know a prospect.

Start with Social - Who is the prospect professionally and personally?

There’s nothing worse than jumping into a call and finding out that;

A. you’re not talking to a decision maker.

B. your product or service does nothing to help them reach their goals.

C. you have no idea who your prospect is, where they’ve worked or how to personalise the conversation.

Touching base with their professional and personal profiles is easy and extremely useful. Info is readily available and packed with personal insight.

LinkedIn - What is their current situation?

Great for scoring shared connections and professional history, LinkedIn is research heaven. Most profiles have a rundown of role duties and work history so make sure that you’ve targeted the right person to chat to. Take note of their career path to date, drop some personal references into the call in as natural a way as possible. Anything too calculated will arouse suspicion and strip your conversation of authenticity.

Facebook & Twitter - What are they all about?

A prospect’s social networks can give you a more rounded idea of their work and life story. Their interests and habits are just as valuable in the sales process as their professional needs. Perhaps they’ve had a particularly bad sales experience lately? Maybe there’s a recent trend they’re favouring? Use this info with caution as a prospect can easy cite your efforts as a cheap trick if you overkill this approach.

Blogs - What do they have to say?

It’s a basic homework must-do. Read what they read and keep a keen eye on what they write. It’s a great way to find and make a connection, and why not suggest similar blogs or resources during the call? Delivering value for free will put you a few steps ahead and build a sense of trust from the off.

Get Googling - Be the king of the basics.

No prospect needs or wants to be bored by questions that are easily answered with a little research. It’s the mark of a poorly prepared call. It won’t take long for your prospect to sniff out your laziness so put in the groundwork and move the call up a level.

Customers - Can you help your prospect get closer to their customers?

A simple and quick Googling can give you an overview of your prospect’s target customers. As a salesperson, you should be offering a solution and that starts with identifying your prospects potential problems. Look to their market and customers and aim to tap into that world.

History - Do your values align?

Where has the prospect’s company come from and where is it headed? If they are heavily into innovation and collaboration, be sure to mirror those values. There’s an authenticity and mutual aim to sharing values so use these as your foundation.

Chumming up to the Company site - What are their goals and what makes them tick?

Look to the bigger picture. Getting one-to-one with your prospect is great but remember they represent a company, a whole other force that needs to believe in what you can offer. Staying on top of company goals and happenings is a currency. Don’t just read the About blurb on their company site and spew out a few mild references, explore their culture and really get to grips with who they are.

Press & media sections - What angle should you take?

Look to their latest events, leadership changes or partnerships for your sales cue. These developments can help you frame your ‘pitch’ and showcase your industry knowledge.

Newsletters - Any developments?

Sign up and stay genuinely interested in the inner workings of the company. It’s about more than dropping in a quick “I saw you had a sales event last week, how was it?” These newsletters are your base for further research.

It might sound corny but preparation really is the key to sales success. Prospects and customers need and want more from their sales experience. They expect to encounter savvy, grounded sales people who value what makes them, well, them and are able to offer a solution to a problem, not simply shift a product or service.

These are just my thoughts on the ‘Sales Call’, but I’d love to hear yours. Find me on LinkedIn or just drop me an email here! Allan Shave.

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