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Selling strategically requires a deep understanding of clients' business environments and priorities. In order to align appropriately, one must do thorough research. This presentation demonstrates what is important, where to find it and how to use it to build effective business plans.
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Strategic Sales Research
Presented by Jason Mesiarik
Prioritizing Resources and Generating Opportunities
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ObjectivesObjectives
Identify and navigate research tools
Locate key account information
Categorize & analyze the company– External industry drivers– Business initiatives– Operational issues
Primary & support business activities
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Selling in Today’s MarketSelling in Today’s Market
Savvy, educated buyers
No budgets
More process and governance
Non-traditional competitors
How do we change their opinion?
Sales professionals must change
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Benefits of Effective Preparation
Conversations versus Presentations
– Industry analysis– Business discussions– Consultative interviews– Executive engagements– Operational planning
Builds Confidence & Credibility
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If Research is So Important,Why Don’t We Do It?
Many say it’s because……
– No time
– Don’t know where to look for Information
– Don’t know what’s important to know and what’s not
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Territory & Account Planning
Segment by industry verticals
Know each companyIndustry drivers & pressures
Business objectives & initiatives
Internal challenges & operational issuesCore business operations & support activities
Know that geographySocioeconomic & political conditions
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Where to Research Industries
Industry Associations & PublicationsFuld & Company
Management Consultancy Industry PracticesDeloitte, McKinsey, PWC et al.
Top B-SchoolsHarvard Business, Wharton, MIT-Sloan, et al.
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Where to Research Companies
Client Organization’s Investor Relations SitePresentationsAnnual Report
SEC.gov EDGAR database filings10-K
Items1. Business, 7. MD&A, 11. Executive Compensation
DEF 14A (Proxy)10-Qs
SeekingAlpha.comTranscripts + Q&A
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Consultancy Publications
McKinsey Quarterly
Strategy+Business
Deloitte
Ernst & Young
and others…
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Top Business Schools
Harvard Business Review
Knowledge@Wharton
MIT Sloan Management Review
Knowledgebase Stanford GSB
and others…
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Basic Principle of Selling
The best relationships are based on
value
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Basic Principle of Selling
Diagnose before you prescribe
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Company Analysis
Industry DriversFinancial, Operational, Suppliers
Partners, Customers, Competitors
Business Initiatives
Operational IssuesPrimary & Support Acitivities
Organizational interdependence
Capabilities Needed
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Summary
Identify and navigate research tools
Locate key account informationInvestor Presentations
Annual Report
SEC Filings
Industry Dynamics
Analyze the company to create your plans
