Using Sales Intelligence Services to Prepare for Sales Interviews

Avention recently published an excellent blog by Jay Webb, President of the J. David Group, concerning preparing for sales interviews.  His firm specializes in placing sales reps at technology companies.  Webb marveled at the frequent lack of preparation by job candidates who fail to understand the company, its industry, and the individuals conducting the interviews.  They often make silly mistakes like saying they are looking to work for a smaller company when they are interviewing for positions at larger organizations.

Webb emphasized the value of preparing technology sales candidates for interviews and noted six areas of focus beginning with the product.  He observed that candidates often fail to sign up for software trials.  Not only are they not researching the products they are looking to sell, but they are failing to show interest to the sales and marketing departments at the company where they are interviewing.  Of course, not all technology companies have software trials, but there are still webinars, white papers, and other tools for researching the product and demonstrating interest to the firm.

Other preparation steps include

  1. Researching both the organizational structure of the company (who reports to whom) and corporate family tree structures (how big is the company? What other industries is it involved in? Does it have additional offices in other cities or countries?);
  2. Reviewing corporate SWOTs (strengths, weaknesses, opportunities, and threats).
  3. Researching the firm’s competition
  4. Understanding the firm’s industry

“In [staffing] sales we use tools such as Avention (OneSource for those who remember that name) to do account research. Turning that idea on its head, I am able to provide candidates with a report containing the relevant information they need, gain a little more control over the process, and save time so I can work more deals,” blogged Webb

S-2_BusinessBrowser_CompanyProfile
Avention OneSource Business Browser provides a broad set of company and industry intelligence including family trees, executive profiles,  competitors, financials and filings, company news, SWOTs, analyst reports, earnings call transcripts, and industry research.

 

“If I can deliver better prepared candidates, I stand a better chance of winning,” wrote Webb.  “Additionally, if my candidate is that prepared, they draw from the higher end of the salary range, which means more commission for me. What’s more, when a candidate is that attractive, hiring managers move very quickly for fear of losing them to their competitors. More sales, higher value, and faster close. That’s pretty easy math.”

In short, every sales rep should view the job interview as if they are a strategic sales rep preparing for their top client.  Why would any sales director hire you if you are unprepared for a critical meeting?

Of course, not every candidate has access to Avention products, but there are company resources available for job preparation through academic and public libraries.  On college campuses, look for OneSource Business Browser, Bureau van Dijk Orbis, Capital IQ Academic, LexisNexis Academic, Factiva, or Mergent products.

At public libraries, you should check out ReferenceUSA, Mergent, or AtoZ Databases for company research.

I would also look at Owler and CrunchBase for free online research.  Both provide company overviews, funding data, and news alerts.  Of course, company websites, LinkedIn, and social media should also be reviewed.

For industry research, check out Plunkett Almanacs, First Research, IBIS World, MarketLine, Freedonia, Euromonitor, Mergent Intellect, or Business Browser’s industry module.

Happy Job Hunting.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s