June 11, 2009

Help Sales Teams Connect With Buyers By Mining Quantitative Survey Data

How Surveys Like Forrester's Business Data Services Can Inform One-On-One Sales Conversations

by Eric G. Brown, Emily Van Metre

with Christopher Mines, Christina Lee

Executive Summary (This is a document excerpt)

Sales teams know plenty about your offering and capabilities — and little about the people they try to sell them to. Valuable sales conversations, the kind that your top salespeople have that bring in the lion's share of your revenue, start with a good understanding of the individual buyer, not a generalized value proposition. Tacit buyer knowledge can be enhanced by drilling into quantitative data that you may already have access to or can readily obtain. This report provides examples of buyer insight mined from Forrester's Business Data Services survey results that can fuel and focus your sales enablement efforts and accelerate the pipeline.

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