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Seize the Data: How to Use Big Data and Search Engine Technology for Sales Success

by Doug Dvorak

posted in Business

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According to Mckinsey analysis, big data has increased profitability and productivity by 5 to 6 percent compared to companies that are not tapping into this resource. In fact, if you are willing to put time and money into big data you will find a potential ROI of 15 to 20 percent. Here's how you can tap into it:
  • Identify the Opportunity: Of course the main goal of any sales initiative is to find opportunity to identify problems and use the data to find solutions. Learn to read big data to leverage information in a more detailed manner. For example instead of looking at national, statewide or even citywide performance, zone in on micro markets such as counties. You will see exactly how you are doing in specific tiny markets so you can see where opportunity lies to grow your business.

  • Watch your Customers' Shopping Patterns: Being able to see how your customers shop can assist you in helping them finish their task. How are B2B customers shopping? As much as 35 percent are using digital means to find products and services. How strong is your online presence? Can people find you? Is this how your customer is shopping? Big data can tell you exactly how your target is shopping so you can focus marketing efforts in this area. Customize your marketing to grow your sales leads by targeting your messaging in a relevant and meaningful way that will reach your customer.
  • Invest in Learning: Don't be your own worst enemy and assume you don't need big data. Invest in learning even if it means hiring someone to head big data resourcing up for the team. Automated programs can help you tap into the data for more meaningful relationships with customers and can actually help you learn how people search online down to real time changing keywords. This will allow you to improve your content to attract more customers.
  • Stay Competitive: The same automated programs digging into SEO can also assist in doing wide spread searches to see what the competition is up to. It can analyse costs, sales, and other competitive edges and use this to compare to your available inventory and possible price changes that can be made automatically so you prices are always within reach for customers. Sales teams can also use this same technology to make better offers to sales leads in real time.

As with carpe diem, carpe data, seize the data and remain competitive.
About the Author: Doug Dvorak is the CEO of DMG Inc., a worldwide organization that assists clients with productivity training, corporate humor and workshops, as well as other aspects of sales and marketing management. Mr. Dvorak's clients are characterized as Fortune 1000 companies, small to medium businesses, civic organizations and service businesses. Mr. Dvorak has earned an international reputation for his powerful educational methods and motivational techniques, as well as his experience in all levels of business, corporate education and success training.
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