capture competitive intelligence & market intelligence through elicitation

Capture Competitor & Market Intelligence through Elicitation

April 8, 2009

By: Ellen Naylor +1 303-838-4545www.thecisource.com; answers@thebisource.com

http://cooperativeintelligenceblog.com

“…the sales force provides information to the extent that they receive equal value in return. If their information is not used, they will quickly discontinue reporting.”

Jaworski, Wee. “Competitive Intelligence: Creating Value for the Organization.” SCIP CI Review, 1993

April 2009 ©The Business Intelligence Source

The Sales Value Proposition

Case Study

• Product mgmt knows• KITS not clear

• Customers know

• ID 10 KITs

• Don’t engage sales• Sales doesn’t report

• Sales doesn’t ask

• Motivation• Interview/Elicitation• Discussion• Role play

It’s an Extension

This is NOT a Stretch

April 2009 ©The Business Intelligence Source

Blend Sales & Interviewing/Elicitation

• Consider Customer Relationship– What have they shared before?– Job Title: What might they know?– What would make them want to share more?

• Re-word questions to motivate• Teach elicitation skills

– Preparation, listening skills, body language– Evaluate responses

• What will you share?

April 2009 ©The Business Intelligence Source

Elicitation: Definition

• Conversation that compels people to voluntarily tell you things without you asking

• Involves planned, conversational interaction to gather the data needed

• Conversation flows without raising that person’s concern about what he told you

April 2009 ©The Business Intelligence Source

Practical Motivators

• Profession• Politics• Personal Issues• Personal• Predisposition• Emotional Intelligence

April 2009 ©The Business Intelligence Source

Elicitation: Planned Conversation

• Account Rep’s personality• Customer’s personality• Desired outcomes?• Outline conversation steps• Builds on what you know• Make conversation interesting• Builds on human tendencies• Part of Selling process

April 2009 ©The Business Intelligence Source

The Conversational HourglassCustomer KnowledgePersonal, professionWhat’s worked beforeExpertise, knowledge

Intended Outcome

Your favorite Techniques

Elements StylePre-selected Questions

about general topicsInnocuous andnon-threatening

Stacking of Elicitation TechniquesTest generalizations and presumptions about human factors in elicitation

Attention on details ofinformation being provided

Pre-selected questionson other general topics

Note signals from Targete.g. discomfort or comfort

Pleasant and Non-confrontational

Macro Topics

Macro Topics

Micro

Topic

Paraphrased from Confidential by John Nolan, p. 28April 2009 ©The Business Intelligence Source

• Natural curiosity• Desire to be recognized, appreciated• Underestimate value of their knowledge or a

person’s ability to understand it• Lack of listening ears• Love to gossip• Complain, complain, complain• Inability to keep secrets• Habit to correct others

Elicitation Crosses All Cultures

April 2009 ©The Business Intelligence Source

Expression of Mutual Interest

• Often lowers defenses, and opens up conversation

April 2009 ©The Business Intelligence Source

Provocative Statement

• Used to engender a question in response, and usually sets up another elicitation technique

April 2009 ©The Business Intelligence Source

Simple Flattery

• Often coaxes a person into conversation

April 2009 ©The Business Intelligence Source

Naïve Mentality

• Causes knowledgeable people to instruct

April 2009 ©The Business Intelligence Source

Opposing Stand

• Purposely take the opposite stand

April 2009 ©The Business Intelligence Source

Unbelieving Attitude

• Denial of the obvious leads to enlightenment!

April 2009 ©The Business Intelligence Source

Quid pro Quo

• I’ll share if you’ll share• Gesture of good faith and openness

April 2009 ©The Business Intelligence Source

Purposefully Erroneous Statement

• Deliberate false statements cause the knowledgeable person to correct you

April 2009 ©The Business Intelligence Source

Exploit the Instinct to Complain

• Indirectly criticize an individual or an institution or industry expert

April 2009 ©The Business Intelligence Source

Silence

April 2009 ©The Business Intelligence Source

Case Study: Takeaways

• Job security • Sales natural at elicitation• Improve sales call planning• Read BODY language• Sales gains credibility• Improved communication • Close more deals!!!

April 2009 ©The Business Intelligence Source

Thank You!

Ellen Naylor +1303-838-4545 answers@thebisource.com www.thecisource.com

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