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Preparing for a sales discovery call is crucial to making a great impression and ensuring a productive conversation. The more you know about your prospective client, the better equipped you’ll be to tailor your approach, demonstrate your expertise, and build trust. Here’s a step-by-step guide to conducting effective due diligence before a sales discovery call.
1. Research the Owners and Directors
Start by understanding the key decision-makers. Use resources like Companies House (for UK businesses) or Crunchbase to gather information on the company’s owners and directors. Look for their professional background, tenure at the company, and any notable achievements.
2. Check Financial Turnover
Platforms like Endole can provide insights into a company’s financial health, including its turnover. This can help you gauge the size and scale of the business, informing how you position your offerings.
3. Review the Company’s LinkedIn Page
Visit the company’s LinkedIn page to assess:
Number of employees: Indicates the size of the team.
Activity: Frequent posts often reflect an engaged and active business.
Updates: Look for recent news or achievements that you can mention during the call.
4. Analyze Social Media Profiles
Check all active social media platforms, such as Twitter, Facebook, and Instagram. Pay attention to:
How often they post.
The type of content they share.
Any recent campaigns, events, or milestones. This information can provide valuable context about the company’s priorities and tone.
5. Study Their Website
Visit their website and focus on:
Core Services: Understand their offerings.
About Us Page: Learn about their mission, vision, and company culture.
News or Blog Sections: These can offer insights into their industry focus and expertise.
6. Check Their Investment in Ads and SEO
Use tools like SpyFu to analyze:
Their spending on Google Ads.
Organic and paid search rankings.
Top-performing keywords. This helps you gauge their marketing priorities and competitive positioning.
7. Review Meta Ads in the Facebook Ads Library
Visit the Facebook Ads Library to check if they’re running active campaigns. If they are, analyze their messaging and targeting approach to understand their audience and goals.
8. Look for Online Reviews
Search for reviews on platforms like Google, Trustpilot, or Yelp. Note the following:
Overall sentiment: Are reviews mostly positive or negative?
Specific feedback: Look for recurring themes or issues. This can help you identify pain points and tailor your pitch to address them.
9. Analyze Competitors
Study their competitors to identify:
Pricing structures.
Differences in services or products.
Unique selling points (USPs) of the competitors versus your prospect. This will help you position your offering as a better alternative.
10. Review the Decision-Maker’s LinkedIn Profile
Check the LinkedIn profile of the person you’ll be speaking to. Focus on:
Their location.
Previous work experience.
Skills and endorsements.
How they present themselves professionally. Mentioning a shared connection or relevant experience can help build rapport.
11. Search for Recent News
Perform a quick Google search to see if the company has been in the news recently. Look for:
Awards or recognitions.
New product launches.
Partnerships or acquisitions. These insights can provide great talking points during the call.
12. Understand Their Industry
Familiarize yourself with the latest trends, challenges, and opportunities in their industry. This shows you’re knowledgeable and prepared to add value.
Final Thoughts
By taking the time to thoroughly research your prospect, you’ll not only enhance your confidence going into the call but also demonstrate genuine interest and professionalism. This level of preparation can set you apart from competitors and increase your chances of closing the deal. With all this information in hand, you’ll be ready to have a meaningful, productive discovery call that leaves a lasting impression.
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