As we have discussed in the past, there are so many different questions we can ask throughout our research efforts. Whatever the situation, our goal should be to ask questions that our research contacts find interesting and thought provoking. One such question, which is discussed in this IMPAX Tip of the Month, almost always draws an interesting and response.

When seeking to learn more about a key player, often as we prepare for an upcoming executive level presentation, there is a question that we particularly enjoy. It is a question designed to get into a person's professional background and accomplishments. A few different versions of this question include:


What is his crowning achievement?
What is she proudest of in her career?
What accomplishment is he best known for?


The answer to this question is always illuminating. If the contact doesn't have a clue, that's an answer in itself. If the contact has an immediate response, chances are the response highlights a critical accomplishment. We'll often hear answers like, "He's the one who created this entire product line 10 years ago", or "She's a strong financial manager who led the division to a SG&A reduction of 7% in the past year". One specific response we once got was interesting. Upon hearing the question, the contact said, "You mean you don't know about the dream?" Regardless of the rest of the story, we knew immediately that whatever followed was critical for us to know. Everybody on the inside knew, and we needed to as well (by the way, for more about "the dream", see Chapter 4 of Beyond Selling Value: A Proven Process for Avoiding the Vendor Trap).

Of course, if we have the luxury, we would love to be able to ask this question of a couple of different people. This will give us different perspectives, which can be invaluable.