Follow the news about companies in your sales territory closely. Watch for changes—because changes create business for you. Once a change hits your radar screen, extend your research immediately, collecting as much information as you can. Sometimes you might have to wait awhile before the selling the value of your products or services makes sense. Other times it's immediate.
These events have cascading effects throughout an organization, causing many decisions to be revisited, new priorities to emerge, and new needs to come to the forefront.