How to Use Press Releases and Company Articles to Help in Strategic Selling

January 29th, 2009 by

One of the basics principles of strategic selling is the ability to call “high” within a sales organization; targeting the C-Level executives is a great place to start.  If the strategic account you have targeted has a billion dollars plus in revenue, it can be very difficult to get meetings with this level of personnel.  I have found that using press releases and related articles can be very good tools to get the information you are looking for without having access to the C-Level contacts. 

Listed below are a few techniques I recommend for collecting C-Level information:

1. Establish a Goal – The goal is to collect as much information about a company in the words of the company’s executives; try and find quotes from company executives.

2. Know you C-Level Targets – When doing strategic account selling build an organizational chart of the target company; use the company website to get the names of senior management and board members.

3. Use the Company Website – Use the company website to look for press releases or articles that have quotes from the targeted executive(s). 

4. Use Google – Do Google searches using the names of the executives; search the company name and use words that are relevant to your industry. 

5. Analyze the Data   Cut and paste the quotes into a document that you can use as a resource to set account strategy, customer presentations, and proposals.

Example:  POIM targets the Alberta energy sector as a strategic vertical; for example, Suncor is considered a strategic account.  Questions I have used are: what projects are being funded, do you plan to have employee layoffs in the economic downturn, and what is your company strategy for 2009? I was able to get the following information using the Suncor website and the Sympatico Finance website.

What projects are being funded?

In January, Suncor’s Board of Directors approved a revised 2009 capital spending plan of $3 billion, with approximately one third of the budget targeted to growth projects and the remainder for spending on base business operations.  With market conditions limiting our growth capital spending in 2009, we will be tightly focused on getting full value from our existing assets,” said George.

Do they plan to have any employee layoffs?

“Suncor does not expect any layoffs, but George said there will be a “major impact on our contractor community” with the spending cuts.

What is the company strategy for 2009? 

“With market conditions limiting our growth capital spending in 2009, we will be tightly focused on getting full value from our existing assets,” said George. “Safe, reliable, cost-effective and environmentally responsible performance will be the keys to weathering the current downturn and ensuring we are well positioned for a market recovery. We have some of the most experienced employees and contractors in the industry and, going forward, I expect everyone to be lined up behind these priorities.”

Plan Four Success

Topics: Business Intelligence