Free E‑book: The 7 C's of Pre-​Call Intelligence

7 C's of Pre-Call Intelligence for Credible Salespeople | Sales Preparation | Sales Research | Sales Credibility

What highly credible salespeople do before the call that ordinary salespeople don't

The 7 C's of Pre-Call Intelligence for Credible Salespeople; sales preparation; sales research; prospecting; credibility

In his book, SalesCred, our CEO C. Lee Smith writes that sales credibility is how the buyer qualifies (or disqualifies) the seller. Credibility is the very thing that determines whether the buyer replies to your email, agrees to take a meeting or decides they want to do business with you.

Nowhere is this more evident to the buyer than the amount of effort the salesperson puts into pre-​call intelligence. 

Salespeople who take a moment beforehand to find something of relevance to the buyer that they can share, instead of just winging it and trying to get by on personality, are perceived as more credible. They’re also more helpful and have a far greater chance of connecting the dots for the buyer.

If your role is to prospect for new business, it’s your job to study your buyer, their company and their business category. If your role is to support an existing account, you should know what’s changed since the last time you made contact.

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Audrey Strong

Audrey Strong

Vice President of Communications at SalesFuel
Audrey Strong heads all external and internal communications for SalesFuel, including public relations — which she has directed since 2014. Prior to SalesFuel, she founded her own public relations firm and served years as an award-​winning journalist in television news. Audrey earned her degree in broadcast journalism from Ohio University.
Audrey Strong


13 TV news journalism awards PR/​Marketing & Former TV newser. Opinions solely my own.
@tedcruz @AOC Be sure to schedule your February Cancun trip now so you can abandon your constituents again — 6 days ago
Audrey Strong