Corporate Espionage: Let Google tell you what your clients are up to…
By: Kyle Williams
Knowledge is everything. The more you know about your prospect going in, the more you can establish credibility and build rapport. Much of the information you need is online and “Googling” your prospect is now common practice. However, after going to the first call and beginning the sales process, most salespeople don’t follow up on any new information. The reason is simple; it’s difficult to set up a routine of consistently seeking new information on each prospect/client.
I use Google Alerts to keep up with this new data. Anytime my client’s name, company, or product is mentioned in a news article, blog, or web page I get an update in my inbox. I don’t have to do any searching and I can keep track of an unlimited number of subjects. Since Google Alerts pulls from Google News, even articles in most local newspapers are listed.
What if you did something like this? This allows you to be the first to congratulate them on any good news, offer them a solution to a recent problem, or an upgrade for increased employees. This also allows you to be more efficient by not spending time on hundreds of contacts. Google Alerts is simple to set up.
Here’s how:
Go to www.google.com/alerts
1. Search terms: Here’s where you put the name of your client, competitor, interesting news story you want to follow, etc…
2. Type: Do you want alerts from News, Blogs, Web, Video, Groups, or Comprehensive (all types)?
3. How often: You can receive your alerts as they happen, daily, or weekly. I recommend weekly if your client is fairly prominent and has regular updates or news releases.
4. Your email: Where’s it go?
5. Create Alert: You’re done!
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