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| Capture Precious Competitor & Market Intelligence - GrandView |
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Wednesday, 08 April 2009 11:30
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 Ellen Naylor, CEO, The Business Intelligence Source
  About the Webinar:
Ryma's April 8th Webinar was presented by Ellen Naylor. Learn the basics of elicitation, which is the collection of information through a more conversation style versus the direct method of interviewing through asking questions. Elicitation builds on human nature and its practice crosses all cultures.
Product managers are often frustrated by their efforts to collect competitive intelligence and other precious tidbits from Sales. Sales can be frustrated by product manager's continual request for information, and often finds the requests to be unclear. Ellen will walk you through a case study where a company solved this problem. We had product managers clarify their requests in a setting with sales and marketing. We focused on how, why and what would motivate customers to answer these questions. We then considered how we would use elicitation skills to get answers to these questions in the context of a sales call. Now the company's sales force is empowered to find answers to key product development questions with every sales call.
Elicitation has also helped Sales better organize their customer meetings. Elicitation skills also help Sales close more deals! Find out why!
About the Presenter:
Ellen Naylor, CEO of The Business Intelligence Source, has 30 years of marketing and sales experience across numerous industries. Through her skill in integrating sales and market intelligence Ellen helps clients improve customer retention through win/loss analysis, and fine tune their marketing strategy through analysis of market data collected at trade shows. For over a dozen years, Ellen has been global speaker on competitive intelligence and marketing. She has been a regular contributor to SCIP's (Society of Competitive Intelligence Professionals) Competitive Intelligence Magazine where she is a columnist on Cooperative Intelligence, which helps professionals to develop people skills by integrating leadership, connection and communication. She is writing a motivational business book on Cooperative Intelligence.
Ellen is a SCIP Fellow and Catalyst award winner. She is also active in the Association for Corporate Growth (ACG), the Association of Independent Information Professionals (AIIP), American Marketing Association (AMA) and Special Libraries Association (SLA).
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