Big Data has become the crutch of some of the world’s top salespeople, but in some cases it is also an obstacle. While it can provide valuable insight into your market, it can lead you astray from your individual consumer. Not every trend applies to all companies. In fact, your most valuable multi-million dollar client may buck a trend altogether. The only way to uncover more qualitative data about these clients is to ask. Spend time with the company’s top executives and thought leaders. Find out their strategic direction, their immediate and long-term needs and their perception of your own performance. When you can pair these specific details with high-level quantitative analysis, only then will you be fully equipped to succeed.