Doing Your Homework

...key in on what the marketplace is saying, and understand what your customers are demanding.

There are many sources of data that you can tap to make sure you are prepared, including -- but not limited to -- annual reports, product brochures, articles, press clippings, industry magazines, and trade show summaries. Check your customers website and try to get a sense of what changes are on the horizon in their business. Find out about their competitors, key in on what the marketplace is saying, and understand what your customers are demanding.

If appropriate, think about what you want to recommend to the customer, and the corresponding features and benefits. Try to anticipate objections and ask yourself what the real issues might be and what answers you may be able to provide.

ACTION POINT: Study your customer, prior to making the first call.