The Industry Research That Makes You Sound Like an Expert 🔥
Prospect said: "You really understand our industry." I had done 45 minutes of research before the call. Here is how to become an instant expert. THE RESEARCH PROCESS: STEP 1: Industry overview (15 min) - Google "[industry] challenges 2024" - Read 2-3 articles about industry trends - Note common pain points mentioned STEP 2: Competitor research (10 min) - Who else serves this industry? - What do they charge? - What do reviews complain about? STEP 3: Terminology (10 min) - What software do they use? - What are common acronyms? - What do they call their documents? STEP 4: Specific prospect (10 min) - Company website - LinkedIn profiles - Recent news or posts THE INDUSTRY CHEAT SHEETS: I keep notes on each industry: DENTAL: - Software: Dentrix, Eaglesoft, Open Dental - Documents: Patient intake, insurance verification, treatment plans - Pain: Form entry, insurance verification, patient communication - Language: "operatory", "hygienist", "treatment acceptance" LEGAL: - Software: Clio, MyCase, PracticePanther - Documents: Contracts, discovery, intake forms - Pain: Document review, billing, client intake - Language: "matter", "billable", "retainer" CONSTRUCTION: - Software: Procore, BuilderTrend, CoConstruct - Documents: Invoices, permits, change orders - Pain: Invoice processing, permit tracking, subcontractor management - Language: "sub", "GC", "punch list" THE LANGUAGE ADAPTATION: Wrong: "How many documents do you process?" Right: "How many patient intake forms come through weekly?" Wrong: "What software do you use?" Right: "Are you on Dentrix or Eaglesoft?" Wrong: "What is the manual process?" Right: "Walk me through what happens when a new patient fills out their forms." THE PROOF IT WORKS: Prospect: "Have you worked with dental practices before?" Without research: "Yes, I have done a few automation projects..." With research: "Yes, actually I have automated patient intake for practices using both Dentrix and Eaglesoft. The insurance verification piece is usually the biggest time sink. Is that what you are finding?"