Research first, Sell Later

Having the most innovative, most beneficial, most cost-reducing product in the market doesn't necessarily translate to immediately closing a sale, especially after a major presentation. It takes more than great features or a reasonable price for a product to sell; you have to know those customers who's really keen on your product.

That's where the the importance of research comes in.Your research must be able to provide you with the following:

1. Recent mentions

The internet is readily available to provide you with the basic information you would need to relate to a client. You don't have to know every personal detail about them, just gather those that would seem appropriate for a small talk, eg. article mentioning client, similar professional connections or interest, general news on client's company so as to make them comfortable about you personally.

2. Relevance

How exactly does your product fit into their business? Have they used something similar before and what were the feedbacks? This is a must, otherwise, they won't see the need to acquire your services or products.

3. Problems

Again, a vital part of your research for you to relate your product as a solution. Remember though to state their difficulties in a positive way, as that works better than telling them what they already know. Point out also, in a positive way, the methods they've done that were not as successful, then lead them to your product as a solution.

4. Competitors

Have they done or offered something similar? Is your product really better than theirs? You don't have to just focus on comparing your product with your competitors, you can also compare them to their own competitors, eg, current, similar issues, how did they handle it and such.

5. Benefits

What could they gain from the product a few months from now? Specify and relate it to their goals. Will it increase sales revenue by what percent? Will it lower down the cost to what degree? Will it gain them more leads and by how much in a term?

Of course, researching the latest trends about your industry is a must, as well as knowing by heart the latest features or updates regarding your product but what is most essential is doing some research on your client. No matter how exceptionally useful your product might be, at the end of the day, customers buy from those who understands what they really need and not from those who think they know what customers really need. Research from their point of view, not from a salesman's point of view.