What is the foundation of an effective sales effort? While there are many possible answers, we believe that it is the ability to learn about people and organizations – their current situation and the direction they want to go. Most of us accomplish this through interviews, which we refer to as research meetings.

Why are these research meetings so important for an effective sales campaign?

1. They allow us to gather information. Remember, data is publicly available facts; information goes beyond this. Information gives us an “inside perspective”, which is crucial as we develop our sales strategy, relationship strategy, and solution fit. Information also helps us qualify the opportunity, making sure that a specific opportunity is worth our time and effort.
2. Research meetings allow us to gain crucial insight. Insight comes from analyzing information and data, and identifying trends, patterns, and future possibilities. Insight allows us to personalize our approach, strengthen our relationships, and develop more compelling sales messages. Insight also positions us to leverage predictive knowledge when applicable.
3. Research meetings enable us to fast-track the development of important relationships. One key to developing relationships is to gain the trust of another person. By effectively doing your homework, you show your genuine interest in understanding what is important to them. This also illustrates respect for them, enhancing the impact of your effort.

Dale Carnegie made this point well in a famous quote: 

“You can make more friends in two months by becoming interested in other people than you can in two years trying to get other people interested in you.”

Another reason these meetings are so valuable is that they are fun! Of all the things we do as sales professionals – CRM, internal calls/meetings, pipeline reviews, etc.) – research meetings are one of the most enjoyable. It’s nice to meet people, learn about them and their organizations, and help.