Business Briefs

By Cindy Waxer

A brand new series of research briefs developed by knowledge services company FIND/SVP promises to take the pain out of prospecting.

Packed with insight into trends ranging from today’s burgeoning soy market to the buying patterns of baby boomers, these 30-page briefs provide sales professionals with detailed findings to protect and further their business interests.

“We’ve done the legwork for sales professionals,” says Andrew Garvin, president and co-founder of FIND/SVP, whose industry consultants closely follow and evaluate the ever-evolving global marketplace.

Long gone are the days when sifting through trade publications and navigating the conference circuit could guarantee sales professionals a stack of fresh leads. Rather, these days sales professionals must step outside their comfort zone and seek out key business opportunities in previously uncharted areas.

“The old adage: Your best prospects are your existing clients, doesn’t quite work as well in 2002 because many of those clients are either out of business or are suffering themselves,” says Garvin.

Among FIND/SVP’s briefs are in-depth analyses of the 38 million baby boomers who will be 50+ by the year 2005; why the soy market is going mainstream and how new opportunities are emerging in this $8-billion industry; and why upselling and other traditional methods of winning new business aren’t working.

At a cost of $495 each, FIND/SVP’s research briefs offer more than simply insight into untapped markets. They also provide details on the risks associated with targeting emerging demographics, the misconceptions that surround much-ballyhooed markets and the pitfalls sales professionals are certain to encounter as they pursue new prospects.

“What we’re saying is: Don’t necessarily listen to conventional wisdom, don’t listen to the myths. Grapple with the realities and the uncertainties and here’s how you should address those uncertainties,” says Garvin.

Nor do FIND/SVP’s research briefs simply point sales professionals in the direction of new business. Rather, they also include comprehensive case studies detailing a company’s own efforts to capitalize on a market trend and the perks and pitfalls they encountered along the way.

Says Garvin: “We’re not just saying: Do this. We’re saying: Here, in a concise way, is how you do it step-by-step and here is an example of a company that [uncovered new business opportunities].”