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Closing more opportunities is the goal of any B2B sales organization. Fill the funnel and work the leads through a cycle that ultimately brings in revenue. None of this is possible in B2B sales without having conversations with the prospects and other stake holders.

The challenge that most sales people are having is that decision makers are crazy busy and even though they decide to download you application or grab a paper of your website, this doesn’t do much more than fill the top of the funnel with a ton of people that you can email or call to follow up with. Data from a new lead does very little to provide insights on what the person or company they represent is currently facing that could open up a conversation. This is why sales intelligence is so valuable. [tweetmeme source= “insideview” only_single=false]

What’s holding sales people back?

When it comes to doing pre-call research and getting some background on a prospect or company you are calling into, there is a lot of information gathered by just doing a Google search. The problem with this is there is very little context around the results. You can spend an hour digging through search results and other resources to get an idea of who the person is and what challenges their company is facing but you’re busy too and can’t justify a large amount of time to research to make a call that may only take 10-15 minutes. “Typically, there is a lot of knowledge out there,” says John Aiello, CEO of SAVO, in a video interview with Selling Power magazine publisher Gerhard Gschwandtner. “The gap is that people can’t find it.”

Sales Intelligence Drives the Conversation

Having relevant information fed to a sales team on their prospects has proven to increase sales win rates.

As a sales person, there is no excuse any more for not knowing more about your prospects and the company you are calling into. Sales Intelligence tools enable you to have relevant information at your virtual fingertips that can be used to know in many cases exactly how to position your product or service. There are even free sales intelligence tools available that can help.

Sales people need intelligence to close more deals. Making that intelligence available in a way that sales can capture quickly and easy to find is a necessity. In an Accenture study of more than 1,000 managers in the United States and the United Kingdom, nearly 60 percent have to go to numerous sources to compile the information they need to do their jobs well. About the same number reported that information as poorly distributed across the organization.

Building your sales pipeline and increasing win rates is not magic. There is no secret code that needs to be cracked for success. All you need is more information and a better way of identifying what matters when you start making connections.

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