Capture Competitive Intelligence & Market Intelligence through Elicitation

Capture Competitor & Market Intelligence through Elicitation April 8, 2009 By: Ellen Naylor +1 303-838-4545 www.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

This is NOT a Stretch It’s an Extension 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

Practical Motivators
Profession
Politics
Personal Issues
Personal
Predisposition
Emotional Intelligence

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

The Conversational Hourglass Customer Knowledge Personal, profession What’s worked before Expertise, knowledge Intended Outcome Your favorite Techniques Elements Style Pre-selected Questions about general topics Innocuous and non-threatening Stacking of Elicitation Techniques Test generalizations and presumptions about human factors in elicitation Attention on details of information being provided Pre-selected questions on other general topics Note signals from Target e.g. discomfort or comfort Pleasant and Non-confrontational Macro Topics Macro Topics Micro Topic Paraphrased from Confidential by John Nolan, p. 28 April 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

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

Simple Flattery
Often coaxes a person into conversation

Naïve Mentality
Causes knowledgeable people to instruct

Opposing Stand
Purposely take the opposite stand

Unbelieving Attitude
Denial of the obvious leads to enlightenment!

Quid pro Quo
I’ll share if you’ll share
Gesture of good faith and openness

Purposefully Erroneous Statement
Deliberate false statements cause the knowledgeable person to correct you

Exploit the Instinct to Complain
Indirectly criticize an individual or an institution or industry expert

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

Thank You! Ellen Naylor +1303-838-4545 answers@thebisource.com www.thecisource.com Share your comments: http://cooperativeintelligenceblog.com

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Capture Competitive Intelligence & Market Intelligence through Elicitation

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Capture Competitive Intelligence & Market Intelligence through Elicitation — Webinar Transcript