Customer research is key to giving your B2B sales pitch and negotiating the deal. Customer research is more than just finding out what the business needs and how your company can provide it, although that may seem to be the bulk of the information gathered. Try finding out these pieces of information and see how much easier it is not only to develop and give the pitch, but to satisfy the customer and close the deal. Specifics of Customer Satisfaction Customer satisfaction begins with taking a look at your own company’s successes and failures. Look into what was different with the services you have provided for repeat customers, single time customers, and the times a potential job was lost. Often what has worked to satisfy one company is going to work to make other businesses happy with your services. Customer research should further describe specific nuances of what needs to be done to maintain satisfaction for each individual customer. Find out with what other companies your customer does business and why they do. Use this knowledge to determine how your company can provide for your customer’s business satisfactorily. Details of Your Customer’s Previous Problems Find out what service providers your customer has dealt with in the past that didn’t provide full satisfaction and why those providers had failures. Of course you don’t want to bring up specific negative examples in your own sales pitch, but you can detail aspects of service your company does and will provide in a positive way that lets your customer know they won’t be running into the same problems they’ve had before but will find solutions with your company instead. Where and How to find Customer Research The obvious answer to this question is to start within your own company with any information you can find from other representatives about your potential customer. You can further research your customer’s websites and social media sites to get a feeling for what they determine important from their service providers outside of the service itself, but how it is conducted. Any information you can legally find about your competitors is of course always advantageous. Closing the deal in your B2B transactions ultimately depends on your ability to have the information you need, so don’t hesitate to over research even if it seems you’re collecting more knowledge than you may eventually need.