Making Sales Business-to-business

Companies do not occur in isolation. You have to look over their industry and how they relate to and compare to other companies in their industry. Is the company’s executive’s profit margin being squeezed tighter and tighter? Or does he have new products that because of their novelty can command a wide profit margin?

Once you have identified the specific industry, you want to understand the competitors that the company faces in that industry. The information that you can gather from publicly traded companies allows you to map several competitors to investigate. You can look at the public information, and guess similar parameters for privately owned, closely held companies. It is important to understand how specific companies line up in the competitive space as well as on a corporate level. Are companies in that field able to have local production, or are they forced to “globalize” and get the cheapest price available in the world? Are they sacrificing quality in order to get the greatest quantity of cheap production?

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