Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Capture Competitive Intelligence & Market Intelligence through Elicitation

Product managers are often frustrated by their efforts to collect market and competitive intelligence from Sales. In turn, Sales is often frustrated by product managers’ continual requests for information, which are often unclear. This is a case study where Ellen helped a company solve these communication problems. You will learn about elicitation which is the collection of information through a more conversation style versus the direct method of interviewing through asking questions. Elicitation can be used by Sales to help them get answers to product managers’ key questions. Elicitation also helps Sales better organize their customer meetings. In these tough economic times, elicitation can help your company do more with less, as your sales force will gain more insight with every sales call, and close more deals!

  • Login to see the comments

Capture Competitive Intelligence & Market Intelligence through Elicitation

  1. 1. Capture Competitor & Market Intelligence through Elicitation April 8, 2009 By: Ellen Naylor +1 303-838-4545;
  2. 2. “… 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
  3. 3. 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>
  4. 4. This is NOT a Stretch It’s an Extension April 2009 ©The Business Intelligence Source
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. <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
  11. 11. Expression of Mutual Interest <ul><li>Often lowers defenses, and opens up conversation </li></ul>April 2009 ©The Business Intelligence Source
  12. 12. 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
  13. 13. Simple Flattery <ul><li>Often coaxes a person into conversation </li></ul>April 2009 ©The Business Intelligence Source
  14. 14. Naïve Mentality <ul><li>Causes knowledgeable people to instruct </li></ul>April 2009 ©The Business Intelligence Source
  15. 15. Opposing Stand <ul><li>Purposely take the opposite stand </li></ul>April 2009 ©The Business Intelligence Source
  16. 16. Unbelieving Attitude <ul><li>Denial of the obvious leads to enlightenment! </li></ul>April 2009 ©The Business Intelligence Source
  17. 17. 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
  18. 18. Purposefully Erroneous Statement <ul><li>Deliberate false statements cause the knowledgeable person to correct you </li></ul>April 2009 ©The Business Intelligence Source
  19. 19. 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
  20. 20. Silence April 2009 ©The Business Intelligence Source
  21. 21. 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
  22. 22. Thank You! Ellen Naylor +1303-838-4545 Share your comments: