Sales Intelligence with Google: Marrying What You Want to Say with What They Want to Hear



We are excited to welcome Sam Richter as our guest blogger for today. Sam Richter is the founder of the Know More! business improvement program and author of the book “Take the Cold Out of Cold Calling”. For more information about Sam, his books/videos, and his presentations, please visit

If your company is like most, you’ve spent large amounts of time and money perfecting your message. You’ve hired marketing writers, website content creators, sales script evaluators, public relations professionals, and other experts all with the sole goal of helping you craft a compelling, convincing, easy-to-understand message regarding the benefits and features of your products and solutions.

Yet, at the same time, you’ve spent virtually nothing figuring out what your buyer actually wants to hear. What does he care about, for his business and for himself? What are her company’s business objectives? How does your solution help your buyer achieve his or her bonus?

It’s only the intersection of what you have to say with what your buyer wants to hear that results in a sale. That intersection is called “relevancy,” and it is probably the most important word in sales today.

Sales Intelligence

Useful sales intelligence is the key to having relevant interactions. It can tell you more about the customer’s needs and interests. Done well, it can be one of the most effective tools for improving sales effectiveness, since when a salesperson understands the customer (the company, the industry focus, the issues being faced, and details about the individual with whom the salesperson is meeting), then he or she is able to customize the presentation and conduct a meaningful sales call.

However, fewer than 10 percent of companies provide their teams the training and resources to locate relevant information. Fortunately, with a few tips, salespeople can use Google to find nuggets of relevant information that can help. Following are three Google tips to help you practice sales intelligence.

Search for Company Job Titles

Enter a job title at a company but place an asterisk in the functional job area, and Google will fill in the blanks. For example, the search “vice president of * at walmart” will deliver results featuring Walmart’s vice presidents, often with the associated names and even contact information. Make sure to put the entire search within quotation marks so Google treats your search like a single phrase.

Find News

In Google, enter the name of a company or a person within quotation marks (“Acme Corporation” or “Joe Smith”). On Google’s search results page, look for the navigation bar just under the search form. Click the “More” button and then in the pull-down menu, choose “News.” Google will refresh the results and deliver recent news articles related to your search.

Too many news results? On the news results page, click “Search Tools” in the navigation bar. Click the “Sorted By Relevancy” button and change it to “Sorted By Date.” Your news results will now show the most recent news first. Click the “Any Time” button and you can select a date range for your news including searching archives.

Remove Results

Oftentimes, when looking at a list of search results you’ll notice results that aren’t what you are looking for. When that occurs, go back into the search box and place a minus sign directly next to the word you want to remove. For example, let’s say you heard about a lighting company called “Harvard” but when you enter “Harvard” into Google, almost all of the results are for the university. The revised search ‘Harvard -university’ removes results related to the famed school, and in fact the lighting company, “Harvard Engineering” shows up in the top ten.

What kind of impression do you think you’ll make when, upon meeting a new prospect, you reference an article in which the company or person was featured?


Using Google is just the start to practicing sales intelligence, and to ensuring that every phone call and every meeting you make with prospects and clients is relevant and meaningful.  Download your FREE Sales Intel Google Guide at