Research is important in preparation for anything you do if you want to be successful.  It’s also the most important and first key layer in sales.  Before you do anything whether that is call, email, or breathe, you should always make sure you know whom you are calling or emailing. 

Most people don’t know the how’s and what’s when it pertains to researching a prospect.  You need to focus the research you’re doing in two areas which are

1. 1.) the person you are prospecting,
2. 2.) the company you are prospecting. 
3.  
4. The mindset you should have is the mindset of a buyer because you are wanting to see what they are lacking.  The question you should be asking is “what’s going to make me want to buy or pay for their services?”.  You also need to be researching their competitors to see if they have something that they’re missing. 

3 most important layers of research

1 Social Media

You need to analyze from top to bottom their LinkedIn, Facebook, or wherever they have a presence.  How big is their overall following?   Do they post frequently, and how many followers do they have on linked in?

Social media enables you to get to know the person and/or company you are prospecting.  It also enables you to learn how their company operates daily depending on how much they post on their socials. Researching a prospect’s social media will always impress them when you finally have that voice-to-voice connection because they know you will go the extra mile.

2.Competitor Research

Researching your competitors when prospecting can position you greatly for knowing what your prospect is missing or what the prospect is ahead in when facing their competitors.  It also shows you can think outside of the box and will differentiate yourself from the average salesperson. Here are some best practices when researching competitors.

• Mirror your approach to researching the prospect; look at their socials, website, etc.
• Look at what they are lacking, ie; landing pages, services they provide, etc.  Are they adapting or staying the same?

Website

Everything you should know about the company should be on the website.  The website is their virtual salesperson so it should act as such.  Looking at their website is vital because it allows you to see their core values and how they like to do business. You should always submit forms, so they have your contact info.  You should also submit forms with the mindset of a consultant by providing them with helpful content.  is it easy to navigate, is it mobile-friendly, this is where you see what services they provide, sponsors, etc.  They might have partners they work with there as well. Everything you should know about the company should be on the website.  The website is their virtual salesperson so it should act as such.  

 In closing

Sales is a complex game and is changing every day, especially in a technology-driven world.  Research top to bottom when it comes to competitors, the prospect, and the company in general can separate you from the rest.  Doing the nitty-gritty shows that you care about the prospects' needs. It is the first hurdle you need to jump in order to make it towards the finish line.