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The truth of what your clients need lies somewhere between “trends are trends for a reason” and “every company is unique.” New technology and its ability to address business needs, the effects of economic conditions on financial performance and emerging industry issues usually do have consistent effects on related companies. Yet, differences in operations and products, varying business objectives and employee personalities lead to the specific circumstances that can’t be addressed with cookie-cutter solutions.

So, what’s my point? You need to balance these two competing forces in order to serve your clients effectively. This may sound obvious, but it’s usually relegated to sentiment when you’re knee-deep in working with a prospect or existing client to address pain points and preparing to implement a solution.

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Sales intelligence is vital to winning new business. Without a sense of what a prospect needs and how your company can help, you’re left with nothing more than a cold call. Gain some information on your prospect, however, and you’ll have a much easier time identifying and proposing solutions.

Here are four ways you can get better sales intelligence:

1. Start with a survey: during your lead generation efforts, be sure to include a survey that aligns with the types of clients you are looking to attract. A survey is a great way to get your prospect to self-disclose the information you need to bring the sales process to a successful conclusion.

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Do you spend sales appointments talking about yesterday’s news? That’s what everyone else is doing! Make your company stand out: help your clients understand what’s on the horizon. Get them set for the future, and you’ll deliver a far better ROI case — for them and for you.

The cost and return benefits associated with conventional IT solutions are inherently constrained. They are known quantities, innovation that has become standard. To provide outsized value, you need to introduce your client’s to what hasn’t become widely adopted yet, and implement technology that will keep them ahead of the game.

How does this work?

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A successful sales call requires preparation. You can’t just glance at your notes in the parking lot and assume the rest will take care of itself. Fortunately, you have plenty of information at your disposal, maybe even more than you realize. For your next appointment, keep the following in mind:

1. Study what you have: we give our clients detailed sales intelligence for every appointment. Read it carefully, and collaborate with colleagues for additional insights.

2. Read between the lines: is there something the prospect isn’t saying? Sometimes, a handful of pain points can suggest a greater underlying problem.

3. Hit the web: learn more about both the person and the company … Google exists for a reason! Check LinkedIn for the prospect’s background; you may learn something useful.

4. Gather materials: pull white papers, brochures and other tools that align closely with the prospect’s pain points. It’s great to have something to leave behind.

By the time you’re knotting your tie for a sales appointment, the cards should be stacked in your favor. The best indicator, of course, is that the prospect agreed to the meeting, so he must perceive some value. And, you’ve been able to review all the information that came out of the lead qualification process. You know the pain points, at least at a high level, and you have a sense of the status quo within your prospect’s datacenter. You have a willing audience and all the information you need to make a sale.

So, why do so many appointments go nowhere? It’s a fair question. If everything leading up to a sales call is so clearly beneficial, it should always go well … right?

Often, the problem isn’t with the prospect – it’s with you. You aren’t asking yourself the right questions before you sit across from your client. Below, you’ll find three questions to ask yourself before your next sales appointment. Answer them, and you’ll find your efforts to be much more fruitful.

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#ITsalestip 1. Meetings don’t matter: good ones do. Gauge value of oppty before scheduling

#ITsalestip 2. Think ROI: how much is each meeting worth in terms of real revenue potential?

#ITsalestip 3. Be able to answer: How did I show the prospect that the meeting is worth it for him?

#ITsalestip 4. Will you leave the meeting feeling like you made progress toward a sale?

#ITsalestip 5. Have something new & interesting to tell your prospect

#ITsalestip 6. Don’t leave w/o clear next steps

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“Are you free on Tuesday at 9 AM?”

This question tips the odds of getting an appointment with an IT buyer in your favor. Yes, it’s a bit specific, and there are other times that work as well. Thursdays at 2 PM are pretty good, too.

At enter:marketing, we schedule a lot of appointments for our clients. Through the demand generation and lead cultivation programs we run, we’ve learned a considerable amount about how IT buyers prefer to be engaged, the best survey questions for triggering interest and even when they want to talk.

What we’re about to show you isn’t the result of some survey: it’s live data. Real. These insights are based on the actions of IT buyers.

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