http://cooperativeintelligenceblog.com/2010/04/06/5-tactics-to-research-your-marketplace-using-competitive-intelligence-skills/

Motivation: Treat Them the Way They Want to Be Treated

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I am most fascinated by what motivates people to share, and how to figure this out quickly, especially during a telephone conversation where you don’t have the benefit of body language. Contrary to what I have been taught: “Do not treat others like you would want to be treated.” Treat them the way THEY want to be treated.
I have applied Johari’s model to classifying those we talk to in the collection process. It’s helpful to be aware of their pre-disposition towards sharing versus what they know. My classifications are: Egocentric; Deeply Knowledgeable; Intellectual and Helpers.

Competitive Intelligence: Remain Ethical & Avoid Deception

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Tactic #5: Remain ethical and avoid deception as you collect competitive information. As a consultant I am sensitive to the topic of ethics since there is such a variance among my clients. Some clients have the attitude of “Just get the information for us, I don’t care how!” Others go as far as to have me sign on to their company ethical standards. I find that having an honest discussion around ethics at the proposal stage is helpful so I can decide if my ethics and the company’s are similar. Ultimately it’s your conscience that will guide your behavior and ethics is part of that.

Boost Competitive Intelligence Effectiveness through Databases

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I look to build 2 databases to support competitive intelligence: one which is a repository of data/reports/analysis and another which is a contact database of experts and users of competitive intelligence both inside and outside your company. The repository is useful for monitoring, as a source for quick retrieval of data for projects, and can facilitate self-service of existing information and analysis for competitive intelligence clients. The contact database is most precious especially if sortable by expertise, topical interest and whatever way it makes it easy for you to find the right person, whether a user or resource for your competitive intelligence needs.

Connect Cooperatively to Internal & External Experts

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Use a cooperative connection approach with internal and external experts regardless of how you reach them. A good way to think about who to connect with internally is: who is dealing with my competitors, customers, the investor community, suppliers, distributors, regulators or attends trade shows? Externally, you need to consider who tracks the marketplace you compete in, in all its aspects: technology, innovation, the environment, economic conditions, politics/lobbyists, regulatory, social issues and the competition.

Capture Win Loss Analysis Cooperatively

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Last week, I shared a summary of “5 Tactics to Research Your Marketplace using Competitive Intelligence Skills” originally published by Adam Sutton of MarketingSherpa. As promised, I am focusing on the first one, Conduct win loss analysis. Win loss interviews and the ensuing analysis are one of my favorite cooperative intelligence tools, since it’s a win/win. Your company receives valuable information from your customers and prospects, and you make them feel important since you care enough to query them and give them an opportunity to provide honest, candid feedback on what they like and don’t like about you, and what they like about the competition, for example.

© 2024 Ellen Naylor