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Episode Info: “Every salesperson worries about their strategies becoming stale, especially when approaching buyers for the first time. If you wonder how you can approach cold calls and meetings with a fresh mindset, then this episode is for you.”   Episode Overview In this episode, Bruce Scheer talks to Sam Richter about the importance of research for improving the quality of your sales calls and meetings. Sam is the founder and CEO of SBR Worldwide / Know More and author of Take the Cold Out of Cold Calling. In addition to his extensive sales experience and numerous awards, he has also built a reputation as a pioneer of modern-day sales intelligence and has developed digital resources and search engines to streamline sales meeting preparation.   Sales Intelligence as a Gateway to Better Sales Meetings As our society becomes more focused on digital technologies, salespeople must learn to adapt not only to the changes in the market but also to the changes in the expectations of prospective buyers. In particular, good salespeople must pay attention to the sales strategies that work and don’t work in the modern sales environment. Many sales are conducted using the method of the “cold call,” an unsolicited sale conducted on the phone or in person. Today, the tactics of the classic cold call have fallen out of favor, mainly because they are viewed as formulaic and predictable, making them an annoyance for many potential clients. Most prospective buyers are used to the questions we have been asking for years, and they can often sense the fishing expedition that cold calls create. As a result, many prospective buyers are more likely to show you the door than they are to purchase your product or service. Sam Richter argues that we can take the “cold” out of the cold call by learning how to acquire “sales intelligence.” Today, we’ll take a look at the what, why, and how of sales intelligence.   What is sales intelligence? Sales intelligence involves using the Internet and other digital tools to learn information about the people you hope to sell to, which you can then use in a sales meeting to create stronger connections with buyers. Good sales intelligence begins with several key questions: What is going on in the world of the company? If you have a personal meeting, you should ask the same question about the people you will meet. What is essential to the company or the people you will meet that might make them interested in your solution in the immediate moment? How do you make your sales pitch relevant to the company and the people involved in a meeting? Alternatively, what will motivate the buyer to say “yes”? Effectively, sales intelligence is a different kind of pre-meeting preparation that turns the conversation from you to the buyer. Unlike the traditional cold call method, sales intelligence asks you to consider the type of connections you wish to create with your buyers and to redirect your research to find those points of connectio...
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