Be the authority

I am a big believer in using research on a sales call. Before a call I will google the clients industry and try to find a useful statistic or I will go to Melissadata.com to find something about his market. I like to do this because it helps me to persuade the customer. One of the core principles of persuasion is that people are more likely to listen to someone in authority. When you say "according to research conducted by" you immediately put on the mantle of authority. You increase your credibility with the customer. You become an expert in the eyes of the customer.

Keep Smiling Keep Selling!

Thanks Jim Busch