We've all taken a call or attended a meeting without doing our prep work. And while we might not have made a major impact on said call or gathering, we probably skated by. Winging it doesn't usually end in disaster.
That is, unless you work in sales. Reps who call prospects without the faintest idea of their background can anger a buyer taking time out of their busy day to answer the phone. Good luck getting them to book time for a presentation.
In the following video, Jim Keenan reveals the most critical piece of information reps need to know before they call a prospect. If you don't know this, step away from the receiver, and don't touch it again until you've done your homework.