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

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

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 ?

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

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 April 2009 ©The Business Intelligence Source

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 April 2009 ©The Business Intelligence Source

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

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

Expression of Mutual Interest Often lowers defenses, and opens up conversation April 2009 ©The Business Intelligence Source

Often lowers defenses, and opens up conversation

Provocative Statement Used to engender a question in response, and usually sets up another elicitation technique April 2009 ©The Business Intelligence Source

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

Simple Flattery Often coaxes a person into conversation April 2009 ©The Business Intelligence Source

Often coaxes a person into conversation

Naïve Mentality Causes knowledgeable people to instruct April 2009 ©The Business Intelligence Source

Causes knowledgeable people to instruct

Opposing Stand Purposely take the opposite stand April 2009 ©The Business Intelligence Source

Purposely take the opposite stand

Unbelieving Attitude Denial of the obvious leads to enlightenment! April 2009 ©The Business Intelligence Source

Denial of the obvious leads to enlightenment!

Quid pro Quo I’ll share if you’ll share Gesture of good faith and openness April 2009 ©The Business Intelligence Source

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 April 2009 ©The Business Intelligence Source

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 April 2009 ©The Business Intelligence Source

Indirectly criticize an individual or an institution or industry expert

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

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