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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

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“… 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

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Case Study <ul><li>Product mgmt knows </li></ul><ul><li>KITS not clear </li></ul><ul><li>Customers know </li></ul><ul><li>ID 10 KITs </li></ul><ul><li>Don’t engage sales </li></ul><ul><li>Sales doesn’t report </li></ul><ul><li>Sales doesn’t ask </li></ul><ul><li>Motivation </li></ul><ul><li>Interview/Elicitation </li></ul><ul><li>Discussion </li></ul><ul><li>Role play </li></ul>

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This is NOT a Stretch It’s an Extension April 2009 ©The Business Intelligence Source

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Blend Sales & Interviewing/Elicitation <ul><li>Consider Customer Relationship </li></ul><ul><ul><li>What have they shared before ? </li></ul></ul><ul><ul><li>Job Title: What might they know ? </li></ul></ul><ul><ul><li>What would make them want to share more ? </li></ul></ul><ul><li>Re-word questions to motivate </li></ul><ul><li>Teach elicitation skills </li></ul><ul><ul><li>Preparation, listening skills, body language </li></ul></ul><ul><ul><li>Evaluate responses </li></ul></ul><ul><li>What will you share ? </li></ul>April 2009 ©The Business Intelligence Source

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Elicitation: Definition <ul><li>Conversation that compels people to voluntarily tell you things without you asking </li></ul><ul><li>Involves planned, conversational interaction to gather the data needed </li></ul><ul><li>Conversation flows without raising that person’s concern about what he told you </li></ul>April 2009 ©The Business Intelligence Source

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Practical Motivators <ul><li>Profession </li></ul><ul><li>Politics </li></ul><ul><li>Personal Issues </li></ul><ul><li>Personal </li></ul><ul><li>Predisposition </li></ul><ul><li>Emotional Intelligence </li></ul>April 2009 ©The Business Intelligence Source

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Elicitation: Planned Conversation <ul><li>Account Rep’s personality </li></ul><ul><li>Customer’s personality </li></ul><ul><li>Desired outcomes? </li></ul><ul><li>Outline conversation steps </li></ul><ul><li>Builds on what you know </li></ul><ul><li>Make conversation interesting </li></ul><ul><li>Builds on human tendencies </li></ul><ul><li>Part of Selling process </li></ul>April 2009 ©The Business Intelligence Source

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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

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<ul><li>Natural curiosity </li></ul><ul><li>Desire to be recognized, appreciated </li></ul><ul><li>Underestimate value of their knowledge or a person’s ability to understand it </li></ul><ul><li>Lack of listening ears </li></ul><ul><li>Love to gossip </li></ul><ul><li>Complain, complain, complain </li></ul><ul><li>Inability to keep secrets </li></ul><ul><li>Habit to correct others </li></ul>Elicitation Crosses All Cultures April 2009 ©The Business Intelligence Source

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Expression of Mutual Interest <ul><li>Often lowers defenses, and opens up conversation </li></ul>April 2009 ©The Business Intelligence Source

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

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Simple Flattery <ul><li>Often coaxes a person into conversation </li></ul>April 2009 ©The Business Intelligence Source

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Naïve Mentality <ul><li>Causes knowledgeable people to instruct </li></ul>April 2009 ©The Business Intelligence Source

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Opposing Stand <ul><li>Purposely take the opposite stand </li></ul>April 2009 ©The Business Intelligence Source

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Unbelieving Attitude <ul><li>Denial of the obvious leads to enlightenment! </li></ul>April 2009 ©The Business Intelligence Source

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

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Purposefully Erroneous Statement <ul><li>Deliberate false statements cause the knowledgeable person to correct you </li></ul>April 2009 ©The Business Intelligence Source

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Exploit the Instinct to Complain <ul><li>Indirectly criticize an individual or an institution or industry expert </li></ul>April 2009 ©The Business Intelligence Source

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Silence April 2009 ©The Business Intelligence Source

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Case Study: Takeaways <ul><li>Job security </li></ul><ul><li>Sales natural at elicitation </li></ul><ul><li>Improve sales call planning </li></ul><ul><li>Read BODY language </li></ul><ul><li>Sales gains credibility </li></ul><ul><li>Improved communication </li></ul><ul><li>Close more deals!!! </li></ul>April 2009 ©The Business Intelligence Source

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