HARDISON’S TIPS – MAY 13, 2021 – PHONE SALES SKILLS (PART FOUR)
2. Research, Research, Research!
Similar to calling at the same time, a big phone sales mistake I see too often is calling without the proper research. (Actually, this applies to cold calling and emailing.) When you fail to research your prospect, you are likely going to be pushed off for one of two reasons.
First, without research into who your target is and what they do, you can’t deliver value.
Not doing proper research into the prospect communicates that you don’t care about them — you only care about what you can get from them.
Even the smallest efforts are appreciated. Let’s say you reach out to a prospect and lead with a recent achievement — say, an event, award, or project they were involved with. They will appreciate the time you took to discover this.
Also, people love nothing more than to talk about themselves and their achievements, so you will be able to scratch that itch as well.
Second, until you do some real research, you can’t prescribe the right product/solution.
How do you know your product or service will benefit the prospect if you haven’t researched them? More often than not, a prospect will sniff this out because you will go right into your pitch without referencing anything that pertains to their company.
How do you do effective research?
A few of great tools and tactics I use daily for research include:
Discover.org – This is a great place to not only find company/contact information, but also the current technologies a company is using. This is especially useful if you’re in SaaS sales.
Crystal Knows – I learned about this at a previous career stop and have used it ever since. It’s a fun tool to get to know the personality of your prospects. All you have to do is create a profile and use a Google Chrome extension (along with Crystal’s Personality AI) to gain access to a wealth of knowledge that was once hard to figure out without a lot of previous outreach.
Company Websites – Simply reviewing the company website is a simple research technique that doesn’t require a subscription or tool. You can gain access to key people, read recent articles, learn about awards, and more. You’ll be amazed at what you can learn just by browsing their main pages and scrolling through their blog.
Take the time and get to know your prospects. They will thank you for it!