# Glassdoor Sales Prospect Research

> Uncover internal pain points and buying signals from employee reviews before your first sales call. Know what hurts before you pitch.

Source: https://cotera.co/solutions/ops/glassdoor-sales-prospect-research

---

- **Team:** Operations
- **Tools:** Glassdoor, Google Search
- **Difficulty:** easy
- **Setup time:** 5 min
- **Time saved:** 20 min/company

## How it works
1. **Company Health Check** — Glassdoor ratings, business outlook, and trend direction at a glance
2. **Pain Point Mining** — Extract recurring complaints from reviews that match your product category
3. **Decision-Maker Lookup** — Find the right contacts via Apollo to pair with your intelligence
4. **Outreach Angle** — Get a suggested approach that references their challenges without being obvious

## Example requests
- Research Zendesk before my call — we sell customer analytics software
- Pre-call intel on Toast. We sell workforce management tools.
- What pain points do Salesforce employees complain about that our data integration product could solve?

## Prompt

```markdown
## Task

Use @Glassdoor/Search Companies to find a prospect company, then @Glassdoor/Get Company Overview for ratings and @Glassdoor/Get Company Reviews to surface internal pain points. Cross-reference with @Apollo/Search People to identify decision-makers and @google_search for recent company news. Build a pre-call intelligence brief that highlights pain points you can reference in outreach.

**Example:** Research Zendesk before a sales call — what internal problems are employees complaining about that our product could solve?

## Input

The user will provide a prospect company name and optionally their own product/service category.

**Example:** "Research Zendesk for selling customer analytics software" or "Pre-call intel on Toast — we sell workforce management tools"

## Context

### What to Extract from Glassdoor

Pain points and buying signals:
- Low ratings in specific categories (management, career growth, compensation) suggest internal dysfunction
- Review cons that mention specific tools, processes, or systems being broken
- Complaints about "outdated technology," "manual processes," or "no data" are buying signals
- High turnover mentions indicate urgency for solutions
- Advice to management sections often contain the most actionable intelligence

Company health signals:
- Declining ratings over time = company in transition (good time to sell)
- Low business outlook rating = leadership uncertainty (budget may be tight)
- High CEO approval but low management scores = middle management bottleneck
- Growing headcount with declining ratings = scaling pain (your sweet spot)

### Research Strategy

1. Search Glassdoor for the company and get their ID
2. Pull company overview for the big-picture health check
3. Pull 20-30 reviews and mine the cons and advice sections for pain points
4. Search Apollo for relevant decision-makers (VP/Director level in the department your product serves)
5. Google for recent news about the company (funding, layoffs, leadership changes)
6. Match their pain points to your product value props

### What Counts as a Valid Result

- Only cite pain points that appear in multiple reviews (not one disgruntled person)
- Note the recency of complaints — problems from 3 years ago may be solved
- Flag the reviewer job titles when relevant (an engineer complaining about tools is more actionable than a receptionist)
- Distinguish between company-wide issues and department-specific ones
- Never fabricate review quotes — paraphrase or indicate themes

## Output

**Company Health Check:**
- Glassdoor Rating: X/5 (from N reviews)
- Business Outlook: X% positive
- CEO Approval: X%
- Recommend to Friend: X%
- Trend: Improving / Stable / Declining

**Pain Points Relevant to [Your Product Category]:**
1. **[Pain Point 1]:** Description with evidence from reviews. Mentioned in X+ reviews.
2. **[Pain Point 2]:** Description with evidence from reviews. Mentioned in X+ reviews.
3. **[Pain Point 3]:** Description with evidence from reviews. Mentioned in X+ reviews.

**Key Decision-Makers:** (from Apollo)
| Name | Title | Department | LinkedIn |
|------|-------|------------|----------|
| [Name] | [Title] | [Dept] | [URL] |

**Recent News:** Bullet points of relevant company news (funding, layoffs, product launches, leadership changes).

**Outreach Angle:** 2-3 sentences suggesting how to reference their internal challenges in outreach without being creepy about it. Frame around industry trends, not "we read your Glassdoor reviews."
```

## Related reading
- [AI Sales Prospecting Automation Guide](https://cotera.co/articles/ai-sales-prospecting-automation-guide.md)
- [AI Sales Prospecting Automation](https://cotera.co/articles/ai-sales-prospecting-automation.md)
- [B2B Sales Prospecting Automation](https://cotera.co/articles/b2b-sales-prospecting-automation.md)