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Digging for Gold

- 5 MIN READ - 21 Feb 2017

What to look for in sales research

Here at Messente we run a “sales lab” that constantly tweaks different aspects of the sales process, measures and records.

These hundreds of iterations have enabled us to at least double or triple all the annual baseline sales metrics for Messente for the past 3 years in a row. But at the same time these have enabled us to gain a lot of insight into the importance of researching for leads in B2B sales.

While looking for high profitability, potential for future growth and ease of closing is great, googling for those criteria brings little result. To know what prospects looks like in real life, the existing clientele needs to be analyzed - even if you already think you have an accurate gut feeling what your clients look like.

The three things we usually look for are:

  1. Which industries and markets they come from?
  2. What is their growth potential and have there been expansions?
  3. What is the possible decision making process?
For example ask the following questions about your top 100 clients by gross profit:
The use of keywords varies per each method used but the idea remains the same – the ideal prospect has a profile that can be drawn up from previous experiences and is supported by data (profit gained, revenue growth, closing time). While a certain gut-feeling is still needed, the more systematic the approach, the more reliable and repeatable the outcome.

So why have we focused on sales research that much?

Systematic sales research is the easiest and the most underrated tool for increasing sales results. Our dedicated sales research team makes sure that our closing team is working with leads that are profitable and easy to close. Not one or the other :)

For Messente this has enabled us to shorten deal closing time by 40% and get our answer rates up from 30% to 70-75% (depending on the tool used for the approach). In addition the client base has diversified, reducing dependency on certain types of clients.

Part two is on the tools of the trade. 

Uku Tomikas

Uku Tomikas - Lead Sales Researcher

At Messente Uku is a part of Messente’s sales lab, taking a systematic and metrics driven approach to constantly improving the B2B lead generating process. As a yoga and meditation enthusiast he likes to keep a solid balance between crunching numbers and petting his pet pup Lucy. 

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