Information is king. This statement is especially true when it is account news. With information, you can make appropriate decisions. More than that, information on your prospect allows you to
- respond to the events affecting your customers and prospects.
- having background talking material during your sales calls.
- find opportunities
- establish financial justification for your opportunities.
There is a lot of information to gather about your accounts. You need a quick and convenient way to review the highlights of your account news so that it doesn’t overwhelm you. In order to lead you to the end goal, let’s start at the easiest beginning. Let’s assume you are looking for account news for your new prospect, General Motors.
The first and most obvious solution is to go to Google and search for General Motors. The resulting page will be at https://www.google.com/search?&rls=en&q=general+motors&ie=UTF-8&oe=UTF-8
This page will be good but not great. It has a lot of account news about the company that you may not know. However, it has little in the way of new information. If you look part way down the screen though, you will notice that there is a news section. As the last entry for that news section, it should say “More news for general motors” – go ahead and click this link (the link is: More news for general motors or https://www.google.com/search?client=safari&rls=en&q=general+motors&ie=UTF-8&oe=UTF-8#q=general+motors&rls=en&tbm=nws
This listing of account news is much better. The News page has even more timely information that we can use. However, it can be vastly improved. General Motors is a public company, and we can get financial information by modifying our string and inserting the stock symbol for the company. In this case the stock symbol is “GM” so let’s modify our search by just changing the above URL with “+GM” like this: https://www.google.com/search?client=safari&rls=en&q=general+motors+GM&ie=UTF-8&oe=UTF-8#q=general+motors+GM&rls=en&tbm=nws
Depending on your Google preferences, you may have to hit News on the menu bar immediately below the search bar.
Note that we had to make the modification twice, which is a bit inconvenient. Also, if you look at the News page, you will see a lot of analyst comments which are likely not very helpful in your sales campaigns. The fact that an analyst thinks the stock is going up or down is likely not going to help you in your sales campaign. So let’s skip to the end of all this work. Take a look at this URL: http://news.google.com/news/search?pz=1&cf=all&ned=us&hl=en&q=”general motors”+GM+-trading+-resistance+-upgrade+-downgrade+-upgraded+-downgraded&cf=all&as_qdr=w&as_drrb=q
Once again, you may have to hit the News button to see these results. Let’s spend a minute understanding what this search does to help you gather account news:
- Give me all of the Google News for General Motors or GM (the quotes makes the two words General and Motors into one string). If the article has both GM and General Motors then it will score higher.
- If the article contains any of the following words, score it lower:
That is what the +- (or a plus followed by a minus) does. It adds a subtraction of that word to the search.
Now comes the best part. Once you have all of this setup, you don’t have to think about it again. Simply scroll to the bottom of the News search, and you should see “Stay up to date on results for” with your search string. Immediately beside that you will see a button “Create Alert”. When you go to that service, you will then set up the email destination of those alerts to you. Now your account news is emailed to you!
On the alerts service, you will see “Show options” beside the Create Alert button. In that options list, you can select how often you want alerts sent to you, the sources (I suggest that you stick to News), as well as the language and region of the world. I suggest you stay with “Only the best results” for the beginning.
For your next searches, skip all of this hard work and go straight to Google Alerts. Type in the company name (put quotes around it if it has a space in the name), the stock symbol, and “-trading -resistance -upgrade -downgrade -upgraded -downgraded” to eliminate some of the noise.
Good luck and get ready to use this account news to set traps for your competitors so that you can ELIMINATE THE COMPETITION!