I Know What You’ll Do Next Summer: Why Marketers Must Embrace Predictive Analytics

We’ve all met a few: the master sales person. Armed with the same product and the same audience, these people outsell their peers by orders of magnitude. Clearly, personality and looks are a factor: they appear more trustworthy, more credible and forthright. But there’s something else.

They’re also experts at reading a prospect’s signals – observing small details that provide clues not only about propensity to buy, but about what selling approach is most likely to persuade. For example, the sales master, observing a prospect’s style of dress, may adopt a hint of drawl in his pitch. He can see from the car seat she has kids, but he asks anyway. Seeing her check her watch, he cuts right to the bottom line.

Author: Andrew Frank

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