While working on a client project, I happened into a great article on research by veteran researcher Risa Sacks. In it she talked about the importance of doing research BEFORE you talk to your customers. Many business owners think they have done their homework, myself included, if they spend some time in Google, in various library databases, but Risa believes we’re missing an opportunity if we don’t pick up the phone.
Part of the project I was working on involves building out a new resource and research oriented site for telemarketing and appointment setting. It is a bare bones site right now, but there are reams of great examples of how marketing programs and sales outreach has changed from various outbound calling campaigns when a customer call turns into an eye-opening experience. This site will include some of that.
In researching authoritative sites related to appointment setting, you pull up a lot of stuff. Well, just like any search in Google or a search engine where you don’t use the advanced search options. Four million results to sift through? No thanks.
Point is, I went looking in specific domains and in one I really like called FreePint (which I’ve written about before), I found this article by Risa Sacks. The article was called: Search Beyond the Web.
Two key problems with the web searches I do and that I see and which Risa points out much more clearly: Out of date information and Research too narrow. The latter is the problem I face after doing an advanced level search down and finding great PDFs, PPTs and XLS files. I need just a slightly different piece of info.
What’s Risa advise? Pick up the phone. Now, I know she wouldn’t suggest a willy-nilly approach (where did that term come from, anyway?), but that’s her specialty, not mine.
Point: There are things you cannot get without going deeper, not on the web, but with a real person where the give and take, the brainstorm, the jam session, takes your research to the next level. More than that, it takes your product and service refinement to the next level because you’re talking to the people who will buy what you produce.
So, pre-marketing is simply this: Call your customers, your prospects, your associations, your librarians, and search by picking through the best computer and technology system found anywhere: the human brain.