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Prospecting Myths Debunked by Research WP - Rain Group

5_Sales_Prospecting_Myths_Debunked_CTA Slma-recommended-187Title:   5 Sales Prospecting Myths Debunked

Subtitle:  488 Buyers Sound Off About How Sellers Get Through and Win Their Business

Published by/Authors:  Mike Schultz, Jason Murray and Gord Smith

Gated: Yes

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Length:  15 Pages


The premise of the paper is that sales prospecting is changing, but not the way we have been led to think. Statistics are touting that 57% of the time purchase decision are made before a customer calls a supplier are FALSE; that 67% of the buying journey is done digitally is FALSE.  The Rain Group’s survey of the 488 buyers  they TALKED-TO say the opposites are true.  Charts show the roles that the 488 buyers play, in 26 industries and across world geography.  

The authors debunk the myths with numbers while providing detailed recommendations and take-aways.

  1. Myth #1: Buyers don’t want to hear from sellers.   Their research details six areas that the buyers want to hear from salespeople.  These areas offer a good view of when salespeople and marketing should be involved.

Take Away: Yes, buyers do their own research but so what? Buyers want to hear from sellers early in the process.

  1. Myth #2: Cold Calling is Dead. Second only to email, phone calls show a preferable rate of 70%.   A chart shows the 9 comparisons between preferred methods and actual methods.  

Take away:  While many sellers don’t like to cold call, it isn’t true that it doesn’t work. 

  1. Myth #3: It’s Impossible for Sellers to Get Through. Wrong. While the writers say it isn’t easy, it is possible for people who work at it.  A chart shows 15 factors that influence if a buyer connects with a seller.    

Take away: Sellers influence many of the factors that get buyers to open the door.

  1. Myth #4: Buyers don’t want to hear about your capabilities.  Buyers want an individual focus on their needs and problems.   Eleven areas are called out as guides. 

Takeaway: Just because buyers want valuable content doesn’t mean they don’t have a need to hear about your capabilities as well.

  1. Myth #5: Cold Meetings Don’t Convert to Sales Wins. Wrong. The authors show five areas that influence the purchase decision.

Take Away: If the buyers see you as valuable you’ll get more initial meetings and convert more into sales wins.

  SLMA Comments:   

To believe or not to believe different research reports is at issue here.  When it comes to dueling research reports, we believe the Rain Group vs. the Corporate Executive Board and Sirius Decisions which have been quoted by every digital service company that serves its own self-serving needs. 

Marketing departments also want to believe that sales people are not needed until late in the sales process.  This report gives pause to a too common belief that salespeople are diminishing in importance.

Why It’s Important:

“Conventional wisdom usually sounds good, but it can be both wrong and unhelpful. Such is the case with sales prospecting.  In this report, you’ll find five prospecting myths debunked with new data and insights from the RAIN Group Center for Sales Research’s recent buyer and seller analysis…Take them to heart if you want to …  fill your pipeline and win more sales.”

 Recommended for: 

  • President
  • C-Level Folks
  • CFO
  • CSO
  • CMO
  • Marketing Operations
  • Content Management and Creation
  • Product Management

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About the Rain Group, a Global Sales Consulting and Sales Training Company

 What makes for a top-performing seller? What drives buyers to choose one provider over another? What’s the best way to approach sales training so it leads to real behavior change and performance improvement?

We at RAIN Group, a global sales training company, strive to answer these questions and more to help our clients unleash their sales potential.

Headquartered in Boston, we have offices across the US and internationally in Bogotá, Geneva, Johannesburg, London, Mumbai, Sydney, and Toronto. Our global footprint allows us to serve clients locally and all over the world. We’ve helped hundreds of thousands of salespeople, managers, and professionals in more than 73 countries significantly increase their sales with our sales training and sales performance improvement services.

As an industry-leading sales training company, RAIN Group has been named to Selling Power’s Top 20 Sales Training Companies list for consecutive years and has won prestigious Stevie awards in the categories of Sales Training Practice of the Year and Sales Training/Coaching Program of the Year.

You may also like:

Cold Outreach Is Alive! But Are You Doing It Wrong?   Mike Schultz on Sales Pipeline Radio with Matt Heinz

Is Sales Training Needed?  Mike Schultz on CRM Radio with Jim Obermayer


This review was conducted independently without the advice or consent of the publisher.  Of course, we only review those papers that are worth it for you to read, we leave the others to someone else.

Note:  If you would like your research or e-book reviewed, you may submit it to:  There is no guarantee it will be reviewed.  You may not be given notice if it is reviewed.  If you would like to submit artwork for the cover of the work along with a copy of the work, you may do so.  Members and non-members, sponsors and non-sponsors are welcomed to submit work for review.  Sponsors are given priority for white paper reviews.

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