The Importance Of Research Before Meeting A Potential Buyer ... A LinkedIn Strategy

In business, first impressions are everything.

If you’re gearing up to meet a potential buyer, the groundwork you do beforehand can make or break the deal. Research isn’t just a nice-to-have; it’s essential to stand out, tailor your pitch, and avoid any embarrassing missteps.

LinkedIn is a powerful tool that gives you access to insights about both the person you’re meeting and the company they represent, allowing you to show up prepared and ready to add real value.

This article outlines why thorough research is so critical, offers tips on where to find the right insights using LinkedIn, and shares a light-hearted story of what can go wrong when you don’t do enough homework.

1. Why Research Is Essential Before A Business Meeting

When meeting a potential buyer, walking in unprepared isn’t an option.

Gone are the days when a generic pitch would suffice—today’s buyers expect you to know who they are, what their company does, and where their pain points lie.

Doing your homework is about showing respect for their time and demonstrating that you’re serious about helping them solve their specific challenges.

Here’s what solid research helps you achieve:

• Build rapport: When you know a bit about someone’s background or interests, it’s easier to break the ice and create a personal connection.
• Tailor your solution: Every business has different needs. By understanding what a company is struggling with, you can offer more relevant suggestions.
• Avoid awkward missteps: Without research, you risk making assumptions that could backfire, leading to embarrassing moments that could derail the conversation.

Failing to research doesn’t just waste an opportunity—it can actively harm your chances.

Imagine sitting across from a potential buyer and asking basic questions that you could’ve easily found online.

You’ll come across as unprepared, which doesn’t inspire confidence in your ability to help.

2. How to Use LinkedIn for Effective Research

LinkedIn is more than a networking platform; it’s a treasure trove of information.

When preparing for a meeting, it’s worth exploring a few key areas to gather insights about both the individual you’re meeting and the company they represent.

Here’s where to start:

a. The Individual’s LinkedIn Profile

Your potential buyer’s LinkedIn profile provides a wealth of information about their professional background and interests.

Use this to understand who they are and how to connect on a personal level.

• Career trajectory: Look at their current and previous roles. Have they recently been promoted? Are they new to their position or experienced? This can tell you a lot about the kind of conversation you need to have.
• Mutual connections: Having shared contacts can be a fantastic way to build instant rapport. Mentioning mutual connections can help break the ice and create a sense of trust.
• Recent activity: Check out the articles they’ve shared or commented on, or even what they’ve liked. This gives you a clue as to what topics they care about.
• Education and certifications: People often take pride in their education and any professional qualifications they’ve earned. If you have something in common, it’s a great way to connect.

b. The Company’s LinkedIn Page

Equally important is understanding the company the buyer represents.

LinkedIn offers several tools to help you get a snapshot of what’s going on inside the business.

• Follow the company: By following their LinkedIn page, you’ll see their latest updates, which can give you a starting point for conversation or allow you to reference recent developments.
• Recent posts and news: Has the company launched a new product, expanded into a new market, or been in the news for any other reason? Mentioning these shows you’re up to speed.
• Employee reviews: Reading employee testimonials or reviews can provide a glimpse into the company culture and leadership style—insights that might not be visible on their official website.
• Competitor analysis: LinkedIn often reveals connections between companies and their competitors. By exploring these relationships, you can better understand the competitive landscape your buyer is operating within.

c. LinkedIn Groups and Communities

Many decision-makers actively participate in LinkedIn groups related to their industry or personal interests.

A quick look at the groups your prospect belongs to can offer insights into the latest discussions and challenges within their field.

• Industry challenges: Group conversations often reveal the pressing concerns in your prospect’s sector.
• Emerging trends: If you spot recurring themes or topics in these groups, you’ll know which trends are top of mind for your potential buyer.
• Their engagement level: If your prospect is an active contributor, this can give you a clear sense of their priorities and professional interests.

3. A Cautionary Tale: The Consequences of Skipping Research

Let me share a story about a colleague of mine, Steve, who learned the hard way just how crucial research is.

Steve (not his real name), a 25 year salesperson with a great personality, was confident going into a meeting with a high-profile prospect ... let’s call him Mr. Smith.

Steve had skimmed through some basic details about the company but hadn’t taken the time to dive deeper.

During the meeting, Steve tried to impress Mr. Smith by praising one of the company’s recent product launches.

Unfortunately, Steve hadn’t done enough homework.

The product in question had been a massive failure, and Mr. Smith’s team had poured a lot of resources into it with no return.

The room went awkwardly silent. Steve was caught off guard, and Mr. Smith was clearly unimpressed and needless to say, the deal didn’t happen.

This simple mistake of not researching enough cost Steve a significant opportunity, and it’s a perfect reminder that even the smallest oversight can be costly.

Conclusion: Preparation is Key to Success

In today’s competitive marketplace, research is essential.

Before you walk into any meeting, make sure you’ve done your homework on both the individual and the company.

LinkedIn offers everything you need to gather the insights that will help you have a more productive conversation.

By investing just a little time in preparation, you’ll be able to engage meaningfully, avoid missteps, and put yourself in a much stronger position to close the deal.

Don’t risk becoming the next Steve ... use LinkedIn wisely, and you’ll go far.

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If you want to unlock the full potential of LinkedIn and take your business meetings to the next level, I can help.

Whether you need tailored advice or a comprehensive LinkedIn strategy, get in touch with me at 07711 228209 or drop me an email at [email protected] .

Let’s see if we can turn your LinkedIn profile into a powerful tool for success.