Learn From Existing Clients First
Clients in the same industry often share very similar problems. Before meeting a new prospect review your files on comparable clients or talk to colleagues who work with similar businesses. Build as long a list of potential problems as you reasonably can.
Trade Associations Reveal Industry-Wide Issues
Executives active in trade associations are usually well aware of regulatory, tax and competitive pressures facing their industry. These groups can also point you toward performance statistics that apply directly to your prospect's business.
Search Broadly Before You Meet
Your prospect's problems are often discussed openly online and a broad search before your meeting can surface issues you would never have guessed on your own.
Design Questions That Show Real Knowledge
Once you have a list of possible problems turn them into thoughtful and non-judgmental questions. Asking sharp, informed questions demonstrates your knowledge of the company far better than simply talking at length ever could.
Final Thoughts
Understanding a prospect's problems before you meet them is what turns a routine sales visit into a genuinely useful conversation. Build your list of likely problems from existing clients, trade groups and online research then turn that list into smart and respectful questions. Before your next prospect meeting spend 30 minutes building that list.
Â
