How to use your company research for insight-led-selling?

Where are there angles for provocative conversations?

We used Discy sales insights to analyse the annual reports of two different businesses.

The diagrams below show the most frequently mentioned KPIs in their respective reports.

With both companies being consumer-facing retailers, the questions are why is C-SAT so dominated by the other metrics? Why are consumer-facing businesses not very interested in their customers?

The absence of customer focus in the corporate subconscious is troubling. There is some peeling of the onion to be done here to find evidence and impact. But it is already a starting point to help you design some interesting conversation starters.

These kinds of angles are there lurking in their data - you just need to be curious. what aren't they saying??

Which of their problems can you solve?

Whether you diagnose, resolve or prevent – knowing your prospect's problems means you can identify if your solution or service intervention will help.

Insights found using the right lens, like the examples below (again extracted from Discy Sales-Insights), will signpost how to express the financial impact of your proposition.

How can you accelerate or de-risk an opportunity?

While companies love to look busy, mentioning a program in their disclosures raises expectations.

Optimism bias tells us that these programs will need help or that alternative sources of value would be welcomed to plug the gaps.

Having gone public, confidence is at stake when they next update on the outcomes of their initiatives – creating implicit motivation to act.

Have they made a cry for help?

It's not uncommon for organisations to subconsciously signal there’s a need.

It might even be one of the old classics… the “Share buyback”.

A frequent sign that the firm has run out of ideas to create shareholder value. Often they need support to identify better ways to deploy their capital.

Are you ready to equip them with the means to understand and quantify the impact your suggested initiatives will have on shareholder value?

Written by Adjacency. Experts in helping organisations better define and articulate their value.