Please Don't Lead With Research

One of the positives coming out of the current situation is the amount of new research and information being published on everything from consumer behavior, path to purchase and media consumption in times of uncertainty. You'll find the most relevant research for what we do on our RAB website on the new Business Unusual page.

I have a strong affinity and love for research and the organizations that compile it. At the same time, it's important to know when it should be used in the sales process. Used properly it's magnificent; used improperly it can lead to disaster.

Research supports tactics and tactics are born from strategy. If you use the wrong sequence you may be seen as a self-serving product peddler who is only trying to sell your stuff.

Understand the need or problem the client is trying to solve, determine the appropriate strategy and then deploy the tactics to accomplish the strategy. Use your research to support those conclusions.

Done that way, you’ve put the client first. You have focused on their problem and become a partner to solve a problem while using research to support your conclusions and recommendations.

In computer programming they call it syntax – the order and sequence of words. In sales, we call it the 7 Steps to Selling Success.