The Power of Research
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 certainly
determine these things 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 for your conversation 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.”
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? (to avoid misinterpretation on
this point, please know that we are talking in terms of what
one would consider complimentary to have someone research
about them; not private matters. If I don’t clarify that, I
WILL get letters.) 
If you’re invited to a social gathering, 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 lightly
regarding those issues you know might cause difficulty.
Research certainly applies to a 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 his
bestselling book, “Never Eat Alone.”, Keith Ferrazzi made
some excellent and compelling points regarding the value of
this kind of research.
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 would always suggest I go to the
library to 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. And, for this, simply apply the power of research.
__________
Bob Burg speaks on “Endless Referrals” and “Positive
Persuasion.” He is author of “Endless Referrals: Network
Your Everyday Contacts Into Sales”, “Winning Without
Intimidation: The Art of Positive Persuasion”, and co-author
of “The Go-Giver.” Visit Bob at www.burg.com
