There’s no such a thing as TMI when it comes to doing business research. Today, we’ve got access to data at our fingertips, and even on our wrists, about everything from market trends and industry performance, to products and services.
But when you’re looking at research from the sales perspective, it becomes a uniquely personal search. A successful salesperson makes a personal connection with his/her customer by doing a little digging, and finding out what makes that customer tick.
Who am I? Where did I go to school? What are my interests? If you don’t know the answers to those questions then you’re not doing your homework. It’s all out there—you just need to take the time to do a little research.
Sales is based on relationships, not merely products and services. Let’s face it: People buy from who they like. It’s a comfort thing. The late author and salesman Zig Ziglar said, “If people like you they will listen to you, but if they trust you, they’ll do business with you.”
So, while I’m not suggesting you creep on your potential customer’s Facebook page, I am saying that a little effort on your part to make a personal connection goes a long way. It helps you better position yourself. And when accompanied with diligent industry and product/service research, it gives you the advantage that can help close the sale.