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The Power of Research
Bob Burg
As you know, WINNING WITHOUT INTIMIDATION
applies to practically any interaction and circumstance, from
dealing effectively on an interpersonal, social level, to
making a sale and even to looking for a new job. This article
will look at how we can utilize the power of research in each
of these categories.
Anytime you wish to move someone to your side of an
issue, it helps to know as much as you can about their
history, circumstances, likes, dislikes, etc. Yes, you can
determine this when first meeting them through asking
questions. However, finding out beforehand gives you two
advantages - One is that you'll know these things "going in"
and will be able to prepare in advance. The other is how
good you'll make that person feel as they realize you took
time to understand "what they are about" in advance (when
appropriate).
How good would you feel to know that someone thought so
much of their meeting with you that they took their valuable
time to actually research you? (please don't confuse this
positive research with intrusively gathering personal
information on someone; something we in the Internet
community and as citizens certainly have right, reason
and obligation to fear).
If you're invited to a social gathering (which can turn into
business), find out from your host about the various
attendees' interests, hobbies, political affiliations, families
and more. You can then learn about some issues they may
enjoy discussing (their travels, successes) and, keep away
or tread softly regarding those issues you know might cause
difficulty.
Research certainly applies to a formal sales call. Check out
the company through the Internet, as well as those with
whom they do business in non-competing areas and, with
enough thought, even in competing areas. What are their
corporate habits, what is important to them? - quality, price,
service, relationship, a few of the above, all of the above?
How does your company measure up? Can you find the
answers before you meet with the prospect? And, research
the actual prospect to whom you'll present. Who do you
know who knows him or her? Research her background.
Does he have a family? What are her values? All this and
more can be discovered so that you are ready to build
a rapport quickly and effectively. Is there some work
involved in this? Absolutely...and it's work your
competitors are probably not doing.
In today's market, looking for a job is important enough to
ensure you have the edge. I remember when I was "young"
(okay, no wisecracks, please) and looking for a job with a
particular company, Dad always suggested I go to the library
to research and gather information on that company, its
history, the main players, etc. Of course, now all we typically
need do is run a search on the Internet. We can also
research by asking others - possibly people who work there
or have worked there in the past. If you don't know those
others, you can network your way to meeting them.
WINNING WITHOUT INTIMIDATION almost always
comes down to making others feel good about themselves.
Making a good initial impression and positioning yourself
for success with that person is always easier when you have
information in advance.
Bob Burg http://www.burg.com is author of the bestselling
"Endless Referrals" and "Winning Without Intimidation." Subscribe now to his free weekly email newsletter by
sending any e-mail to: subscribe-wwi@talkbiz.com
For a sample visit: http://www.burg.com/newsletter.html
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