Could the way you or your company sell be as obsolete as the door-to-door salesperson? Are you personalizing your sales efforts, and customizing your sales approach – every time?

The Internet has certainly changed the way the sales experience works for both the buyer and seller. Yet while technology is perceived to have removed relationship-building from the salesperson’s arsenal, in fact, effective use of the Web can actually help build stronger relationships than ever – relationships that result in more business.

“When a salesperson understands his/her prospect – the company, their issues, and even personal details – the salesperson is able to make the buyer feel understood and important and conduct a customized, meaningful warm sales call that gets results,” says Sam Richter, nationally recognized sales training seminar and workshop expert.

Sales Intelligence is the key to understanding prospects and clients, and ensuring relevancy. Studies show that when companies practice Sales Intelligence, they are two times more likely to move a prospect towards a closed deal. Sales Intelligence works with any existing sales process, so according to Richter, once you know how to find the right information, you can put your existing sales program on “rocket boosters.”

“Twenty years ago, you would gather information when taking your prospects and clients out to lunches, golf outings, and entertainment events,” adds Richter, author of the award-winning and best-selling book “Take the Cold Out of Cold Calling.” “Nobody has time for two-hour lunches anymore, yet the good news is a lot of the information you used to gather during those initial ‘getting to know you’ meetings you can now find online, if you know where and how to look.” According to Richter, practicing Sales Intelligence includes the following:

* Identifying the demographic characteristics of your existing best customers, and then using Web-based tools to locate more prospects that meet your ideal customer profile.

* Effectively mining social networks to get the inside information on companies, and to generate warm referrals and leads.

* Before meetings, using Google search tips and tricks and other “hidden” search engines to research decision makers and learn their objectives.

* Locating industry information so you understand the issues your prospects face, and how your firm can provide real value in overcoming obstacles.

* Research methods and presentation techniques that allow you to get past gatekeepers.

Richter adds that while you may know everything about your own business, it’s more important to find information that helps you understand your prospects’ businesses. “Prospects and clients don’t care about your company or your solutions,” says Richter. “They do, however, greatly care about themselves and if you can help them achieve their goals. Tap into that emotion and you can sell value (instead of price) and build meaningful relationships.”

According to business executive Joel Mandel, Sales Intelligence works. “I was able to find inside information about a very important prospect that directly led to me landing a $400,000 commitment, with more to come,” adds Mandel. Harvey Mackay, New York Times Best Selling Author (“Swim With the Sharks” and numerous other best-sellers) and consultant to the world’s top CEOs agrees. He calls Richter’s program and book a “must have for anyone involved in sales or business development.”

Knowing how to quickly find the right information is the key to selling in this new age. Using the impersonal Web to actually personalize and “humanize” the selling process is imperative in building business relationships. From effective search engine usage to knowing how to find and use premium databases for free, knowing how to access the right tools and find the right information is one of the most important success factors for the 21st Century salesperson.

“If you have access to information about your prospect, clients, and what they care about, you’re more likely to make a great first impression, connect on a personal level, and provide relevant solutions,” says Richter. And as the data shows, you’re more likely to close more deals.

Richter conducts highly-rated sales training workshops that focus on giving attendees the knowledge and tools they need to practice Sales Intelligence. For more information about his programs and book, visit www.samrichter.com.

Non-traditional students socialize after enjoying pizza during the OASIS pizza party Monday in the Adult/ Commuter student lounge in the Martin Luther King Jr. Student Union. (Katie Overby

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