The 7 Deadly Sins in Sales

Failing to Research

Ever tried selling ice to an Eskimo?

No matter how good of a salesperson you are, selling ice to an Eskimo would be an extremely difficult task. A task you can avoid if you conduct some research.

Research saves you time on impractical marketing efforts, leaving you with more time to focus on other business operations. Many people tell us we should research our clients but they don’t really explain how to go about it.

Here are three ways to research your potential clients:

Use alerts and mentions

There are certain tools that you can use to analyse potential client buyer habits. Three of my favourite tools are Mention, Google Alerts and Talkwalker Alerts.

Mention is the granddaddy of alerts. You can use the tool to track what’s being said about any topic on the web. It scores the information from most to least important, helping you to find subject matter experts and future clients.

Google Alerts is a great tool. You can use it to create an alert on a company or topic and the tool will send automatic alerts to your email address. For example, if you are in the IT business, a tech alert will help you to monitor the web for new content and interesting developments in the IT industry.

Talkwalker Alerts gives you the opportunity to track the web for new content about your brand, competitors and more. This is a great tool to get a feel for what your competitors are doing and what people are saying about your industry.

Speak to your current customers

Your current client base consists of people who already bought into you and they can provide amazing insight into their buying habits.

You can interview them to find out what challenges they face, where they frequent and what type of information they are looking for. Then use the information to get new clients.

Feedback can also help you to create persuading case studies of your current customers to market to potential clients.

Pay attention to your analytics

You created beautiful landing pages, compelling call-to-actions and amazing content for your website, but are you analyzing its impact?

Your website analytics will tell you:

  • What information your visitors like
  • Where your visitors are coming from
  • Which keywords they used to land on your page
  • The length of time they spent on your pages
  • How long it took them to purchase after landing on your website

You can use the results to tweak your content for potential clients. Let’s say, for example, 10 people visited your site and out of the 10 only three purchased your product. You can analyze which keywords the three visitors used and start using the same keyword going forward. Or if most of your buyers come from Facebook, you can use the information to focus more on Facebook marketing.

In closing, when researching your potential clients make sure you have information from many sources. You want to have information you can rely on and using one only source may leave you with inaccurate or subjective results.

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