In my last post (April 27, 2006) I talked about base line knowledge. Today I’d like to talk about another kind of knowledge that will make you a valued resource to your customers.

Learn as much as possible about your prospects before you ever meet with them. Information is readily available on their Websites; on the Internet; in their annual reports; in their brochures and other literature; from other vendors who are doing business with them; in the business section of your local newspaper; and myriad other places. Learn about their background; their products or services; their customers; competing companies; and their core mission.

Think about what it will mean to your prospects to know you're not just on a "fishing expedition" when you first meet. It will impress them that you have taken the time to learn something about them and their needs instead of just assuming that your "one size fits all" solution is right for them.

Having information about your prospects in advance of meeting them will allow you to ask more pointed and thoughtful questions to help you flesh out the details of the “picture” that is your prospect. You’ll also be demonstrating that you care about and understand their needs. And when it comes time to deliver a proposed solution, you’ll be able to tell them what your product or service will do for them in specific terms. Your proposed solution will be grounded in your knowledge of their most important wants and needs – and you can present it that way.

Even with all this you still don’t know everything you should to optimize your value to your customers.

To be continued in my next post.

Happy selling!

Pat Hassett

P.S. Tell your friends.