Carlos Rosales, a business expert with a focus on sales management, clarifies when this process begins and shares some valuable advice with our readers and users, specifically in the pursuit of more and better sales.

—”For a long time, I believed that success in sales depended on how well I wrote a message or how politely I introduced myself. I thought that if the first contact was impeccable, the response would come on its own. I was wrong.”

“Over time — and more than one ignored conversation — I learned that the difference isn’t in how you approach them, but in what you do beforehand. The real key is research.”

Let’s look at this suggested step-by-step guide that works

-When you understand who you’re talking to, you can connect from what truly matters to the other person. You no longer sound generic or forced. You’re relevant, and that makes all the difference.

“And you don’t need to spend hours researching. A well-spent 20 minutes is all it takes to achieve a more authentic connection from the start. How? Here, I share the step-by-step process I follow before writing to any prospect.”

1. Start with Google

Search for the company’s name. Have they been in the news? Did they launch a product? Are they growing or hiring? This information not only gives you context: it can be the perfect hook to start a purposeful conversation.

2. Review their LinkedIn profile, but with intention

It’s not just about seeing what company they work for. Read their “About” section, review what they post or comment on. There you can detect what topics they’re interested in, what achievements they highlight, or how they view their industry. This gives you valuable clues to speak to them in a more human way.

3. Look at their role, not just their title or job title.

The same position can involve different responsibilities depending on the company. Pay attention to how they describe their job. Do they lead a team? Do they manage key accounts? Do they develop commercial strategy? Knowing this allows you to better tailor your proposal to their real challenges.

4. Explore their website.

Visit their blog, press section, or “About Us” page. You’ll find phrases or values that you can then incorporate into your message. Even their tone of writing can tell you how to communicate with them.

5. Look for commonalities.

Did they study at the same place? Do they have contacts in common? Did they attend the same event? Sometimes, a shared detail—no matter how small—turns a cold message into a genuine conversation.

6. Make it stand out, without saying it.

There’s no need to write “I was researching you.” A well-phrased sentence is enough: “I saw you launched your new line of services in Latin America. How has the response been or is it going?” That demonstrates real interest and opens the door to a more natural exchange.

—When you apply this, you stop being “just another salesperson.” You become someone who took the time to understand before offering.

“And that, in B2B sales, shows. It’s a habit that generates better responses, stronger relationships, and, above all, more human conversations.”

Author Bio, Carlos Rosales

Carlos Rosales is a postgraduate professor at several universities in Colombia, Panama, Venezuela, and Guatemala. Author of the books “People Buy People,” “People Buy Leaders,” and “Epic Sales Blunders,” with more than 90,000 copies sold. He is a trainer of sales professionals throughout Latin America. He is a high-impact speaker and mentor.

Recognized by LinkedIn as one of the Top Voices in Latin America and by GOIntegro as the Top 12 HR Influencers in Colombia.

He is currently the director of Consultores Neurosales, a training and human development company with a presence throughout Latin America.

(Main reference image source: Daoud Abismail on Unsplash)

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