Client Research & Preparation
Preparation is the single highest-leverage investment in enterprise selling. Two hours before a meeting beats two weeks of follow-up after.
Buyers can tell within 90 seconds whether you have done the work. Preparation earns ; lack it forfeits it.
Sources to mine
- 10-K / annual report: read the Risk Factors and the MD&A — that is where strategy hides
- Earnings calls (last 4 quarters): leadership's own words about priorities
- Investor day decks: 3–5 year strategic narrative
- Glassdoor: what employees say about leadership and culture
- LinkedIn: tenure patterns leaders, recent hires (signals investment areas)
- News + analyst coverage: M&A, leadership changes, regulatory pressure
- Their customers' reviews: what their buyers are saying
Synthesis
Convert research into a one-page brief covering: company strategy in one sentence, top three priorities for the year, leadership changes in last 12 months, your hypothesis on where you fit, three sharp questions you cannot answer from public sources.
Stakeholder prep
For each individual you will meet: tenure, prior employers, public statements, mutual connections, recent posts. Look for genuine common ground — not flattery.
The pre-mortem
Before any meaningful meeting, ask: 'If this meeting goes badly, what is the most likely reason?' Address that risk in your prep.