Tech in Sales: Doing the right research

In this second episode of the Sales Today podcast miniseries, Fred Copestake continues his conversation with sales tech expert Hanneke Vogels - this time addressing how modern technology can transform your research process before engaging with prospects.

The focus is on understanding who you’re talking to, what they care about, and how to personalise outreach in meaningful ways using tools already at your fingertips.

From mapping complex Decision Making Units (DMUs) to exploring individual communication styles with DISC-based AI profiling, this episode highlights how tech can sharpen your preparation and relevance in every interaction.

They also discuss the power of sales intelligence tools to surface what prospects are talking about, writing about, or being interviewed on - making deep, high-impact research both accessible and efficient.

Topics include how to:

• Use affordable AI agents for personality and communication style insights.
• Profile unknown stakeholders using LinkedIn Sales Navigator.
• Apply large language models to join the dots between your value prop and their unique needs.
• Tailor whitepapers and outreach messaging at an individual level.
• Know when deep research is a competitive advantage - and when it becomes table stakes.
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Whether you're targeting a strategic account or prepping for your next call, this episode shows how to harness tech to understand people and context so your conversations land with more relevance and value.

Connect with Hanneke: linkedin.com/in/hannekevogels

Follow me: https://linktr.ee/fredcopestake

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