Back to Basics – Week 6: The 15-minute habit that doubles your credibility

I have a confession to make 😬

Even after 25 years in sales, I still catch myself sometimes jumping on sales calls without doing my homework first.

The day gets busy. Back-to-back meetings. A prospect confirms the call at the last minute. Before I know it, I’m saying “So, tell me about your company” to someone I should have researched beforehand.

And every single time, I regret it.

Here’s a stat that should make us all pause: According to LinkedIn, top sales performers spend twice as much time on research as their peers.

Let that sink in for a moment.

What if success on an initial sales call didn’t hinge on you having some magical formula or knowing every closing technique in the book? What if it simply looked like showing up more prepared? 

Why does this matter so much for subject-matter experts like you?

According to HubSpot’s 2024 Sales Trends Report, 96% of buyers have already done extensive research about you and your solutions before they even get on the call.

They already know you’re qualified (or they wouldn’t be there). What they’re evaluating is whether you’re a strategic partner who truly understands their world — or just another vendor pitching services.

Here’s your 15-minute research checklist:

Company basics (5 minutes):

• Recent press releases or company news
• Leadership team and recent changes
• Company size, revenue range, key initiatives

Industry context (5 minutes):

• Current trends affecting their sector
• Recent industry challenges or opportunities
• Competitive landscape changes

The person (5 minutes):

• LinkedIn profile and recent posts
• Career trajectory and background
• Shared connections or experiences
• Personal interests (if publicly shared)

Here’s what this research looks like in practice:

Instead of: “So, tell me about your company.”

Try: “I saw your recent announcement about expanding into the European market. That’s exciting! I’m curious what’s driving that timing and what challenges you’re anticipating as you scale internationally.”

Instead of: “What’s your role there?”

Try: “I noticed you joined as CMO about six months ago after leading marketing at [Previous Company]. What drew you to this opportunity, and what are you most excited to tackle in your first year?”

The magic happens when you demonstrate that you’ve invested time in understanding their world. You’re not just asking generic questions — you’re showing genuine interest in their specific situation.

One warning: Don’t over-research. The goal isn’t to impress them with how much you know. It’s to ask better questions and have more meaningful conversations.

Your homework: Before your next sales call, spend 15 minutes researching using the checklist above. Then notice how different the conversation feels when you show up prepared.

Remember: In a world where everyone’s inbox is flooded with generic outreach, showing up with knowledge about their business is a competitive advantage — especially for a subject-matter expert with genuine interest and curiosity, like you!

Want to go deeper on research techniques? I’ve written extensively about this topic on my blog where I break down exactly what to look for and how to use what you find