I received an e-mail last week containing a video. It was from the Sales Representative where I bought my new car 18 months ago. In a personalized message, he was reminding me that free oil changes come as part of the deal. Ordinarily, I'd be excited about that news. There was just one problem:

My car is fully electric.

Such lack of preparation is laughable. He has all the data on me at his fingertips and yet he didn't bother to check. The unprepared sales call is borderline criminal. How can you pick up the phone and prospect without knowing anything about the company other than the fact that it's the next name and number on your list? How can you make a sales call without doing a lick of research? In my book, it's completely inexcusable.

If you just did your homework, imagine how much better your sales call would go if you knew:

• The client was launching a new product at an upcoming trade show;
• The contact you are meeting with is new to the job. That means he is likely anxious to prove himself. That leaves him open to your new idea;
• The trend in their industry is uncertain and murky. Knowing this would give you insight into the right words to use (reassuring, certain, and risk free) in your presentation.

Back in the day, getting face time with a prospect was a common occurrence. Now, you are lucky to get FaceTime. This might make you envious, but it was common for a company to allow non-incumbent vendors to sign up for 15 minute appointments, assuring their buyers and key contacts stayed abreast of new developments. But with locked doors, hybrid workers, reduced staff, and time being more precious than ever, salespeople must make the most of their opportunity and that is best accomplished through preparation.

I tell my clients there are three things they want to research before walking in the door:

1. The person/people they are meeting with;
2. The company they're calling on;
3. The industry or vertical market that company is in.

If your only tool is Google and a website, you can certainly get the job done, provided you know what to look for. But now, armed with the capabilities of AI, the depth of your preparation can set you up for unprecedented success.

Do you really want to wing it and walk in unprepared? You’d look as silly as a sales rep offering free oil changes to an electric car owner. Instead, put in the time and you’ll make a lasting impression, if not a sale.

On June 26th, join me and AI expert Emma Farquharson for a thINK exclusive workshop, The Sales Presentation and Follow Up. Learn how to infuse AI magic into your sales meetings.