IT and Business Insights for SMB Solution Providers

Understanding the Value of Information

In the movie Wall Street, character Gordon Gekko stresses the value of information and how to get it. Now that may just be a movie and it may have been made over two decades ago, but some of the lessons still ring true. There is incredible value in information - the key is how to get it from a reliable source.

Now I'm not suggesting you break the law to get your information - just that you are smart when acquiring it and that it comes from trusted sources. For example, if you are looking for reliable sales data, sources such as Corporate Affiliations can help you learn more about your customer base as well as learn about new sales prospects and leads to nurture by utilizing their eBook on companies in the northeast. While it is often easier to find information about public companies, this will help you find information about privately held companies as well. The eBook guide contains need-to-know information on 10,000+ public and private companies with contacts, business descriptions, financials, and more.

It is also important to understand a company's corporate culture. Do they support various charities in a public way? For example, many major companies co-brand with the PGA to sponsor different golf events while supporting a few selected charities. That will speak volumes to the corporate culture.

Use the information you have discovered to your advantage when meeting with a potential customer. The more you can show you have taken the time to learn about the company and how to meet their needs, the better the chance this lead will become a customer.

Also remember that every sales lead is different. The information you have acquired is nothing more than data on a page. It is your responsibility to lift that data off the page and give it life. I have heard over and over for years now - discover what keeps your customer (or potential customer) up at night. Solve that problem for them and you will have a customer for life.

Guest post provided by LexisNexis Corporate Affiliations- the online business information database that provides company profiles for the organizations that drive the global economy

About the Author

Ken Thoreson “operationalizes” sales management systems and processes that pull revenue out of the doldrums into the fresh zone. During the past 15 years, his company’s consulting, advisory, and platform services have illuminated, motivated, and rejuvenated the sales efforts for partners throughout the world.

Ken’s latest book is “Leading High Performance Sales Teams.” He provides keynotes, consulting services, and products designed to improve business performance. Reach him at

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