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By Amy Franko

In sales, we hear an awful lot of “nos” before we get to the yes.

Rather than focus on the negative, think of that as an opportunity for us! It’s an opportunity to be creative, to show continual business fit and value, and to become trusted authorities in the eyes of our customers.

Strong research needs to be at the core of today’s sales force.

Unfortunately, many don’t take their research seriously enough. To truly know your customer, you must invest the time to research them. Senior-level decision makers are more likely to buy because of what you know about them and their business than what they know about you and your product specifications.

So invest your time wisely.

In our fourth installment of the blog series 6 Strategies to Maximize Sales Results, my colleague Brittany Shonka provides insights on four key areas of focus for knowing your customer:

  • Solution/Application Research
  • Business/Strategic Research
  • Competitive Situation
  • Relationships

She also provides implementable tips for strengthening your customer understanding.

Read Britany’s article here.

This article is the fourth in a series of six on “6 Strategies to Maximize Sales Results.” The first focused on Growth Mindset, the second addressed Intellectual Curiosity and the third took on Showing Up for Sales Success. Watch for the next one soon. The series is a collaboration among Amy Franko (Impact Instruction Group), Brittany Shonka (IMPAX) and Jen E Miller (Marsh & McLennan Agency)–to create a resource to help other sales professionals maximize results. The goal is to help you go farther, achieve sales success, and transform into top performers.

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