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How Competitive Rumors and Customer Insights Empower the Sales Force to Grow Market Share

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  • Our argumentalso evokes the idea that relatively less-experienced salespeopleare more likely to be victims of “imperial intelligence,” that is,when intelligence becomes the overriding factor in decisionmaking (Shulsky 1993
  • Our argumentalso evokes the idea that relatively less-experienced salespeopleare more likely to be victims of “imperial intelligence,” that is,when intelligence becomes the overriding factor in decisionmaking (Shulsky 1993
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    • 1. How Competitive Rumors and Customer Insights Empower the Sales Force to Grow Market Share A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// 2 October 2013 ~ featuring ~ Dr. Raj Agnihotri The Intelligence Collaborative http://IntelCollab.com #IntelCollab Dr. Craig Fleisher Powered by
    • 2. Questions, Commentary & Content α α α α The Intelligence Collaborative http://IntelCollab.com #IntelCollab Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Powered by
    • 3. Dr. Raj Agnihotri Dr. Raj Agnihotri, a winner of several recent prestigious awards for his research examining CI, marketing and sales, is currently a marketing professor at Ohio University. At OHIO, he also serves as a Director of Research at the Schey Sales Centre. Before entering academia, he has held a number of sales and marketing positions with start-up ventures to major corporations. His work has been published in leading scholarly journals and has been presented at numerous national and international conferences. Dr. Agnihotri actively supports the professional development programs involving training, consulting, and research aimed to provide the sustainable sales and sales leadership results. Regularly quoted in professional media outlets, and is also a contributor to the Harvard Business Review blog network. Dr. Agnihorti presents 30 minutes on how salesperson CI can impact business performance and will be joined by webinar moderator Dr. Craig S. Fleisher, Chief Learning Officer at Aurora WDC. Email: agnihotr@ohio.edu The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve realworld business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 4. Agenda ► Explore CI from sales force point of view ► Performance implications ► What are the challenges and how to address them ► Summary, Q&A and Discussion The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 5. Sales Context Selling strategies should be based upon reps’ understanding of the market environment Salespeople, if want to secure the deal, must account for and respond to the tactics waged by their competitors Customers want their sales reps to distinguish offerings from competitors by drawing clear and objective comparisons The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 6. Salesforce as a Resource ► Research recognizes sales force, among a firm’s employees, as the single best internal source of information regarding market, customer, and competitor information. ► Salespeople, as boundary spanners, have access to information unreachable to many others in the firm. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 7. The Challenge “There is a widespread notion among salespeople that CI is a long-term organizational process that involves bureaucratic hurdles. Given the tactical nature of sales, this long-term strategic process does not provide salespeople with any immediate value. Salespeople perceive that their time can be better utilized doing other selling tasks rather than collecting and reporting CI back to the organization.” (Agnihotri and Rapp 2010) The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 8. CI From Sales Force Point Of View TIME ORIENTATION Sales rep Future Sales Interactions Prospects/ Customers Tactical Strategic Organizational Response Social Interactions Collection The Intelligence Collaborative http://IntelCollab.com #IntelCollab ---------- Determination Application Powered by
    • 9. Bring Social into Sales ► Social Networks  Social networks (Facebook, LinkedIn, etc.)  Discussion/review forums  Wikis ► Social Content  Blogs  Audio, video & photo sharing  Micro blogging (Twitter) The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 10. It’s More About Protecting Competitive Advantage False buzz Bogus likes Fake product reviews Trick announcements The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 11. CI Impact LEADERSHIP Salesperson • Gathering CI • Using CI Competitive Approach The Intelligence Collaborative http://IntelCollab.com #IntelCollab Behaviors • Information Sharing • Adaptive Engagement • Satisfaction • Loyalty • Retention Customer Relationship Performance Powered by
    • 12. Leadership Role Over 500 salespoeople who participated in the survey with avergae age around 38 years and average sales job experience of 13 years The Intelligence Collaborative http://IntelCollab.com #IntelCollab i) Reps with conflicting roles, ambiguous expectations will not be motivated towards CI collection efforts ii) Rep’s job involvement and level of identification with the firm will have a positive effect on CI collection efforts iii) Recognition from managers will play a key role iv) Reps will be able to enhance their performance by using CI if it is coupled with coaching from managers. Powered by
    • 13. Cautionary Notes ► Sales Process Disruption Reps trying to gather intelligence may lose track of regular sales routine. ► Opportunity Cost Reps trying to sift through information gathered could end up spending immense amount of time, thereby having less time for other activities. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 14. Cautionary Notes ► Point of Inflection An inflection point concerning the quantity of information, causing overload and making it difficult for reps to sort it through and meet the client’s needs efficiently. ► Imperial Intelligence For reps, especially less-experienced ones, CI may become the overriding factor in decision making. ► Unethical Approach There exists a threat of not knowing when one has crossed the line between right and wrong. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 15. Summary Mechanism Organization Salesforce Drivers Marketplce Metrics The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    • 16. Thank you! Now how about a little Q&A? Email: agnihotr@ohio.edu Dr. Raj Agnihotri The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve realworld business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by