Capture Competitor & Market Intelligence through Elicitation
April 8, 2009
By: Ellen Naylor +1 303-838-4545www.thecisource.com; [email protected]
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 [email protected] www.thecisource.com
Share your comments: http://cooperativeintelligenceblog.com
