How to Use Notable Events in Your Sales Calls

In the fast-paced world of sales, preparation is what sets the best businesses apart. As we continue our series on enhancing meeting preparation for GTM Teams, we arrive at the fourth essential ingredient: Notable Events Intelligence.

Picture this: you're about to meet with a key prospect, and you begin the conversation by congratulating them on their company's recent industry award. The smile on their face says it all — they appreciate that you've taken the time to recognize their achievement. This simple act of acknowledgment can be the foundation for a strong, lasting business relationship.

In this article, we’ll break down the intricacies of notable events. 

Let’s dive in!

What Is Notable Events Intelligence and Why Is It Important?

Notable events intelligence refers to the practice of staying informed about significant milestones, achievements, and developments in your prospects' professional lives and organizations. These events can range from company anniversaries and major project launches, to industry awards and key personnel changes.

By acknowledging and incorporating these notable events into your pre-meeting preparation and conversations, you demonstrate a genuine interest in your prospects' successes and challenges. It shows that you view them as more than just a potential sale; you see them as valued partners whose achievements are worth celebrating.

For example, if you discover that your prospect's company has recently expanded into a new market, you could open your meeting with a statement like, "Congratulations on your successful expansion into the European market! That must have taken a lot of strategic planning and hard work." 

This simple acknowledgment not only establishes rapport but also positions you as someone who is invested in their company's growth and success.

Leveraging notable events intelligence allows you to create a deeper, more personal connection with your prospects. It sets the stage for meaningful conversations that go beyond surface-level discussions and helps you build trust and credibility as a knowledgeable and engaged business partner.

Where to Find Notable Events Intelligence

To effectively incorporate notable events intelligence into your pre-meeting preparation, you need to know where to find the most relevant and up-to-date information. Social media platforms like LinkedIn, X (formerly Twitter), and company Facebook pages are excellent resources for staying informed about your prospects' professional achievements, company updates, and industry involvement.

Regularly monitoring these channels helps you stay attuned to the latest developments in your prospects' careers and organizations.

Another valuable source of notable events intelligence is company websites and press releases. Make it a habit to check your prospects' company websites and press release sections for announcements about new product launches, partnerships, or leadership changes. These official communications often provide detailed insights into the company's strategic direction and key milestones.

Industry news sites and publications are also essential for staying up-to-date with the latest developments in your prospects' industries. By following relevant news sites, blogs, and trade publications, you can gain a broader understanding of the trends, challenges, and opportunities shaping your prospects' business landscape.

Finally, don't underestimate the power of networking events and professional associations. Attending industry conferences, webinars, and networking events allows you to gather first-hand information about notable events and connect with key players in your prospects' industries. These face-to-face interactions can provide valuable insights and help you build stronger relationships with your prospects and their peers.

Tips for Gathering Notable Events Intelligence

To make the most of your notable events intelligence-gathering efforts, consider implementing these tips:

• Set up Google Alerts for your key accounts and relevant industry terms to receive real-time updates about notable events and news. This will help you stay informed about important developments without having to manually search for information.
  
  
• Monitor social media hashtags related to your prospects' industries and companies to stay informed about the latest developments and achievements. This will allow you to quickly identify notable events and engage with relevant content.
  
  
• Engage with your prospects' social content by liking, commenting, and sharing their posts about notable events. This shows your support and helps build a stronger connection with your prospects, demonstrating that you are invested in their success.
  
  
• Collaborate with your team members and encourage them to share any notable events intelligence they come across. By creating a collective knowledge base, everyone can leverage the insights gathered by their colleagues, leading to more informed pre-meeting preparation.
  
  

How to Use Notable Events Intelligence in Pre-Meeting Preparation

Now that you've gathered valuable notable events intelligence, it's time to incorporate it into your pre-meeting preparation and conversations.

Start by researching and compiling relevant notable events before the meeting. Focus on the events that are most likely to resonate with your prospect and provide opportunities for meaningful discussion.

Once you've identified the key notable events, personalize your opening remarks by acknowledging recent achievements, milestones, or changes in your prospect's organization. This could be as simple as congratulating them on a recent award or expressing enthusiasm for a new product launch. By doing so, you demonstrate that you've taken the time to understand and appreciate their successes.

As you plan your meeting agenda, craft questions and talking points that tie into the prospect's recent events or milestones. For example, if your prospect's company has recently expanded into a new market, you could ask about the challenges they faced during the process and how they plan to capitalize on the new opportunities. This shows that you're not just focused on making a sale but genuinely interested in understanding their business and helping them succeed.

Throughout your conversation, use notable events to demonstrate empathy and understanding of the prospect's current situation. If your prospect's industry has recently experienced a significant disruption, acknowledge the challenges they may be facing and offer insights or resources that could help them navigate the changing landscape.

Elevate Your Pre-Meeting Preparation With Notable Events Intelligence

Incorporating notable events intelligence into your pre-meeting strategy is a powerful way to differentiate yourself from the competition and build strong, lasting relationships with your prospects.

Start applying these notable events intelligence strategies today and watch your meeting outcomes soar. And don't forget to join Crystal's latest beta service - premeeting.com for even more insights and tools to enhance your pre-meeting preparation.

Stay tuned for the next installment in our series, where we'll dive into the world of social intelligence and uncover additional strategies for creating truly memorable meeting experiences!