What and how to research before meetings!

What does 'research' really mean?

Over the years, I’ve realised that doing research isn’t about drowning in tabs or pulling out every financial report you can find. It’s about knowing enough to walk into the room with confidence, context, and a plan.

For me, the goal of research is simple: to understand who I’m talking to, what matters to them right now, and how our conversation can help move their world forward.

If I were to choose the top five essential topics for research before a meeting, I would suggest checking these items off your list:

People.

Who will attend the meeting? What are their roles and backgrounds, and how they fit into the decision-making process? To answer this, always verify LinkedIn or a similar platform before both internal and external meetings. Please extend basic courtesy to the people you are meeting.

Company.

You should have a thorough understanding of, for example, the company’s products, solutions, or services; the industry they operate in; the competition; the target markets and ICPs; and the overall market position.

Priorities.

What are their most significant challenges and goals at the moment? Read news and articles or ask them directly before the meeting.

History.

Please review your CRM notes and logs, along with previous emails and proposals, to grasp what has been discussed before and what has worked or not.

Timing.

Consider the timing of this meeting carefully. How well does it align with budget cycles, financial years, product launches, or seasonal peaks?

While it may not always be possible to review every item on this list before a call or meeting, please ensure you verify at least a few. The more personalised your conversation about the person and their business, the greater the chance that you'll capture their interest—and hopefully their business.

My meeting prep process

Over the years, I have observed that my most productive meetings tend to follow a consistent pattern.

They’re structured enough to stay on track, yet flexible enough to adapt when new insights emerge.

The key to success is finding a balance between structure and flexibility, ensuring you have enough information to achieve this.

This is how I generally prepare for creating that balance:

Understand the big picture.
Clarify the real purpose of the meeting. Is it to resolve a problem, explore an idea, make a decision, or progress a project?

Know the people.
Understand who is involved and what perspective or expertise they offer. This helps you prepare relevant points and anticipate questions.

Understand the moment.
Identify what’s happening around the meeting that could impact it: deadlines, ongoing projects, market shifts, or internal priorities?

Prepare for possible next steps.
Consider in advance what progress might look like and which follow-up actions you could suggest to maintain momentum.

I refer to these as the four pillars of a productive and qualitative meeting. Whenever I’ve gone through that preparation process, I feel confident I can walk into any meeting, whether internal or external, feeling focused, relevant, and ready to help make it worthwhile for everyone in the room.

The research tools I use.

Over the years, I’ve tried many tools for preparing meetings. It's not about having all the tools but knowing which ones provide just enough insights quickly. These are the ones I keep returning to because they help me arrive at a meeting well-informed, confident, and ready to contribute.

LinkedIn and LinkedIn Sales Navigator.
LinkedIn and LinkedIn Sales Navigator are excellent sources of information for research. If you have the chance to research someone on just one platform before meeting them for the first time, I recommend using LinkedIn.

Review their complete profile and focus on these areas:

• Experience in their current role: Most people list primary responsibilities or key projects they’ve undertaken. This helps you understand what falls under their remit and what does not.
• Experience at previous roles: It’s always helpful to be aware.
• Shared connections: If you have a mutual connection with your prospect, be sure to mention it. This could open a referral opportunity.
• Browse Groups to see which topics are being discussed.
• Recent activity: Find out what your prospect has recently posted and where.

Google and generative AI.
Where is the individual active online? What kind of content and messaging have they been promoting, sharing, and engaging with? Understanding their level of activity can help you learn who they are and what they believe. Please search for the individual to gather information about them. 

Facebook, X, Instagram, and others.
These three are more personal touchpoints. Review the individual’s profiles to find personal details. Also, these are other good places to see if you have any friends or interests in common.

I hope these basic reminders will be helpful to you, and I wish you good luck with your changed behaviour. 

This is an updated version of an article originally published on April 19, 2017.