Know Your Customer & Their Pain Points by Michael Carven

Power User Spotlight: Michael Carven, CIRRO

Michael's Sales Hack: Know Your Customer & Their Pain Points

It's important to have a wide range of understanding your prospect and customer, and more specifically, their pain points. Before making a call or sending any communication, I always try to put myself in the customer’s shoes. What is your company going to offer to make their lives easier? What pain points will you take off their plate? Having a clear understanding of this will make you more approachable and easier to trust as a potential partner and vendor.

etailinsights Power User Interview

Michael, what is your favorite restaurant where you live and why?

Modern Pastry in the North End of Boston. For over 90 years, they have specialized in American and Italian pastries, and they offer the best cannoli around.

What drove you to begin a sales career in eCommerce?

My background working for FedEx gave me a solid understanding of logistics, and that naturally led me to eCommerce. As Amazon began to grow, I saw firsthand how shipping and logistics were becoming the backbone of online retail. I realized that this was where the future was headed, and I wanted to be a part of that.

How does CIRRO help etailers? 

CIRRO is all about leveling the playing field for etailers. We allow them to offer competitive shipping solutions, like free shipping, so they can go head-to-head with bigger players. CIRRO offers a range of customizable services to meet specific needs, giving etailers the tools they need to compete without having to sacrifice margins.

How are you using etailinsights to find eCommerce leads?

etailinsights is a crucial part of my sales strategy. Its detailed information helps me create customized searches that align with our seven hubs across the nation. This means I can prioritize leads more effectively based on location and shipping needs. The platform also gives me the data I need for productive intro calls, like company size and estimated daily shipments. Lastly, knowing a prospect’s shipping volume is key and helps me tailor our offering to meet their needs. Overall, etailinsights streamlines my lead sourcing process, making it more efficient and targeted. 

What is your favorite eCommerce Conference and why?

Shoptalk is one of the best shows for connecting with potential customers. The 1-on-1 meetings really set it apart from other events and give attendees the opportunity to have more meaningful conversations.