Join us (Ellen Naylor, Business Intelligence Source; Mitch Emerson, Compelligence; Dean Davison, Forrester Research) for a free 45 minute webinar, “From Competitive Intelligence Collection to Sales Enablement,” on April 22, 2014 at Noon Eastern US. Learn how to collect more effectively from your sales force; how to transform that data into competitive intelligence that Sales can tap into for each deal; and how to hold conversations with customers in ways that resonate with them and engage them to buy.
The key to success in communication to and from sales is to understand your company’s sales culture, and what might be fun and engaging for them to be cooperative in sharing what they learn in a timely manner. Go to where sales is to get them to engage. Many sales people travel extensively, so they have time in the car or airplane to write, tape or text about what they’re learning. They also value information from their peers. Maybe you can facilitate more sharing among peers, even informally. In my experience it takes a couple of years to get sales information to flow. You have to earn their trust to build that relationship.
Win Loss Reviews is real-time intelligence collection from selected sales events. Author, Rick Marcet describes how he established a scalable win loss process using technology that hangs off Microsoft’s sales force management system. I particularly appreciate the psychological aspects Mr. Marcet weaves throughout this book to engage Sales as so many in marketing and competitive intelligence fail to motivate Sales to share! This book is a must read for anyone in sales management, marketing especially customer insight, and competitive intelligence.