Here’s an old reporter’s trick, and a great sales tip as well. Know more about your prospect than they know about you. Depending on the industry you’re in, or the prospect you’re meeting for the first time, there will almost always be something online at the company’s website, in an annual report, or even just in social media. Have they ever spoken at a conference? Written a white paper? Published an article? Spend some time reading as much as you can find out about the person—even if all you can get your hands on is their biography, or the short PR piece the company hands out. Why?
• By knowing their background, history and experiences you’re more likely to find things you have in common, whether it’s sports, school, interests or industry specific info
• By having an idea of what they’re interested in you can at least get a sense of what’s important to them. Someone who lists “Bird watching, camping and fishing” as interests is going to approach life a little differently than someone who skydives, watches Formula One races and plays golf. It’s not about finding “good” or “bad,” but about looking for ways you can connect.
“What makes content engaging is relevancy. You need to connect the contact information with the content information.” ~ Gail Goodman