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5 Ways to Use Education and Insights to Generate Meetings

blog author
Written by Mike Schultz
President, RAIN Group

In our What Sales Winners Do Differently research, we found that the number one factor separating sales winners from second-place finishers is this: Sellers educated buyers with new ideas or perspectives.

In other words, the seller became known as a source of insight.

You can do this, even before you meet people, by sharing content such as:

  • Research
  • White papers
  • Articles
  • Videos
  • Webinars

The content doesn't necessarily need to be your own, but it must be worthwhile content containing insights that matter.

The mistake many sellers make is to just send the content. Don’t do this. Personalize it to make sure the buyer knows you’re focusing on them—and investing time and effort in them specifically.

For example, instead of sending something like this:


Attached you’ll find our newest white paper on open innovation. The companies that are using open innovation best are doing so in four ways: 1...2...3...4... Download now to have a look and see for yourself.

I look forward to answering any questions you have.


Personalize it:


I saw on your website and in the XYZ news outlet that your strategy is to innovate, and you’re studying everything you can to apply open innovation.

Since  is a consumer products company, I’ve highlighted sections on pages 3, 4, and 7 for you on how you might want to consider applying open innovation based on the four open innovation best practices of leading companies.

I look forward to discussing the ideas with you. How about Tuesday at...


But don’t just send the content and leave it at that. Use these insights in your sales conversations and you’ll gain an advantage over your competition.

Five Approaches to Using Education and Insights in Sales

While these examples focus on generating meetings, these five approaches can be used throughout the sales process to educate prospects and provide new insights and ideas. Do this and you’ll not only position yourself as a source of insight, but also find yourself winning more deals.   

Last Updated July 25, 2023

Topics: Insight Selling Sales Prospecting