In the past, we've shared some notable quotes to serve as reminders of the IMPAX Process. This month, we want to share a quote of our own. It's a take-off on the popular saying, "Information is power."

We understand what people mean when they use this saying, but don't necessarily agree with it in a sales context. Why? Because we have seen too many situations where having all the right information is just not enough to win. The information has to be used correctly.

We suggest that a revised version might be more appropriate for sales people and relationship managers, "Information isn't power, applying information is power."

When we are doing research on our accounts or opportunities, we need to constantly be thinking about how we can leverage what we're learning to advance the effort. This is certainly not a complete list, but we want to know how the research we are gathering can help us:


identify decision makers, coaches and gatekeepers
get an audience with the decision maker
make the best possible first impression
use the right terminology and align ourselves with the right hot buttons
effectively communicate the business fit
help our coaches win when working with us
neutralize gatekeepers, or turn them into coaches
utilize the most appropriate competitive strategies
communicate the value we bring to the relationship


Doing the right research can give us a great competitive advantage. Leveraging this research in the right way we can maximize our odds of success.