Ellen Naylor
CEO of The Business Intelligence Source

Webinar Summary: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 Presenters: 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).

Click here for Ellen's Slide Deck

You can help define Competitive Analysis practices within the Market Sensing CoP in LinkedIn by joining and participating in this LinkedIn Group "Market Sensing CoP"

Below is the Twitter conversation captured during the webinar. Please feel free to join future webinar conversations on the Twitter hashtag #PMV.

Please contribute any questions or comments to the comment section on this blog post.

ValWorkman: @Jim_Holland I'll try to ask yesterdays question about personality about 4 hours ago
Jim_Holland: Often sales doesn't know why certain questions are poised by PMs. Clarity is required and often role-playing about 4 hours ago
DerickWorkman: RT @ValWorkman: Equal value in return drives sales motivation, whats in it for me?-similar question for getting buy-in for any activity about 4 hours ago Jim_Holland: You need a plan/process and a clear understanding of the questions you should be asking. about 4 hours ago
jbrett: on deck for http://community.featureplan.com Capture Precious Competitor & Market Intelligence through Elicitation about 4 hours ago
Jim_Holland: Q What's better? Having Sales people elicit information or SEs that have a better understanding of the technology? about 4 hours ago
michaelrhopkin: RT @ValWorkman: Good webinar http://bit.ly/LOIfT (expand) on Unified Win / Loss Analysis for Market Sensing. about 4 hours ago
ValWorkman: provide clear questions for sales to ask in elicitation. about 4 hours ago
DerickWorkman: clear information gaps need to be identified in order to gather needed competitive information. Focus & Clarity about 4 hours ago
ValWorkman: Equal value in return drives sales motivation, whats in it for me? about 4 hours ago
MATSIS: Turn out it was Safari - switching to Firefox logged me in fine - thanks for responses all - I'll be quiet now about 4 hours ago
ValWorkman: @MATSIS I haven't heard of any other problems, are you OK now? about 4 hours ago
TheIMailGuy: RT @Jim_Holland: Attending Ellen Naylor's webinar on "Eliciting market/competitive intelligence from customers and sales" http://bu ... about 4 hours ago
Jim_Holland: @MATSIS No issues. Java applet issue? about 4 hours ago
ByronWorkman: @MATSIS no it is working fine for me. about 4 hours ago
DerickWorkman: Sales people already have the skills to elicit information from customers, that's how they identify pains/needs ,right?Need to leverage about 4 hours ago
ByronWorkman: Have people voluntarily offer you information without asking. what does it take from a relationship standpoint? about 4 hours ago
michaelrhopkin: @Jim_Holland We can definitely learn from the Great Depression -tough times evoke great ideas about 4 hours ago
michaelrhopkin: @Jim_Holland We can definitely learn from the Great Depression -tough times evoke great ideas about 4 hours ago
ValWorkman: Elicitation: Compels people to share information about 4 hours ago
Jim_Holland: What are you comfortable sharing with customers? about 4 hours ago
ValWorkman: @DavidWLocke I'm on Tweetdeck; seams to be working from my end about 4 hours ago
ByronWorkman: @davidwlocke use tweetgrid through internet if tweet deck is not updating. Your API limit might be reached. No limit on tweetgrid about 4 hours ago
Jim_Holland: @DavidWLocke Yes about 4 hours ago
Jim_Holland: The team needs a clear understanding of the health and well-being (status) of customers before asking questions about 4 hours ago
ValWorkman: What will make the customer want to share more with you? about 4 hours ago
ByronWorkman: @jim_holland depends on the capabilities of the sales team. Speaker seems to be talking about quality sales people about 4 hours ago
DavidWLocke: I can't see the tweet stream on TweetDeck about 4 hours ago
ValWorkman: Let the customer know why you want the information about 4 hours ago
DavidWLocke: I'm on the conference today, but nothing yet, have we started? about 4 hours ago
DerickWorkman: @DavidWLocke @ByronWorkman If you're talking with customers you should have relationship, if prospects sales has to build it fast! about 4 hours ago
ByronWorkman: flattery, complaining, disagreeing, white lies all suggested elicitation tequnices. sure there are more to get them talking about 4 hours ago
ValWorkman: @Jim_Holland Ellen Makes the point this is about all relationships about 4 hours ago
Jim_Holland: @ByronWorkman Whether sales or PM, it takes an established relationship and a level of trust about 4 hours ago
ValWorkman: The Conversational Hourglass is a good mental model about 4 hours ago
ByronWorkman: http://budurl.com/gwh3 John Nolan Book "Confidential" on elicitation about 4 hours ago
Jim_Holland: RT @ValWorkman: Elicitation is a cross-functional tool for the PM. @Jim_Holland Is the Xfunction across teams? about 4 hours ago
DavidWLocke: @ByronWorkman Voluntary provision of info requires a preexisting relationship about 4 hours ago
Jim_Holland: the book Ellen references is Confidential by John Nolan http://bit.ly/V5V3R about 4 hours ago
retwitd: [1 retweets] Attending Ellen Naylor's webinar on "Eliciting market/competitive intelligence from customers .. http://tinyurl.com/czvpul (expand) about 4 hours ago
ValWorkman: Elicitation is a cross-functional tool for the PM about 4 hours ago
DavidWLocke: @ByronWorkman Thanks! about 4 hours ago
DerickWorkman: planned conversation, but keep it natural flowing.Outline conversation steps and desired outcomes about 4 hours ago
ByronWorkman: profession, politics, personal issues, personal, predesposition, emotional intelligence all practical modivators. about 4 hours ago
ValWorkman: Interesting alignment to Maslow's motivators about 4 hours ago
DavidWLocke: @ValWorkman Nobody in particular own the relationship. It evolves over time. The roles involved shift about 4 hours ago
DerickWorkman: elicitation is a much more personal relationship that can be made/destroyed by sales person. regardless of previous relation w/company about 4 hours ago
DavidWLocke: @ValWorkman Everybody starts with college ball about 4 hours ago
DavidWLocke: @ValWorkman There is pre sale and post-sale about 4 hours ago
ValWorkman: @DavidWLocke These Macro provides common ground for you to spin down into your planned questions about 4 hours ago
DavidWLocke: @Jim_Holland Elicitation is theory driven, unfortunately. The elicitor's motivation are not accounted for about 4 hours ago
ByronWorkman: @bobbledan tweeting webinar that suggests using sales and eliciation to gather competitive intellegence about 4 hours ago
ValWorkman: @DavidWLocke I guess sales is just one more exchange that strengthens/destroys the relationship about 4 hours ago
Jim_Holland: RT @DavidWLocke: @DerickWorkman Marketing should be building relationship before sales gets appointment [Agree, if allowed] about 4 hours ago
DerickWorkman: @DavidWLocke Agree, but even with that Sales has to build personal relationship of trust. about 4 hours ago
Jim_Holland: Really listening is key. Making a connection, no matter how short is key. Build that relationship about 4 hours ago
DavidWLocke: @ValWorkman We read the daily newspaper for the macro topics about 4 hours ago
DavidWLocke: @DerickWorkman Marketing should be building relationship before sales gets appointment about 4 hours ago
Jim_Holland: Elicitation is a "common sense" approach to capturing real data about 4 hours ago
ValWorkman: Macro topics lead to micro topics, which are tied back to macro topics about 4 hours ago
Jim_Holland: Body language and setting a comfortable tone is one aspect. about 4 hours ago
ByronWorkman: @matsis dont know of anyone who wouldn't be offended if you change the expectations of the conversation mid way. about 4 hours ago
Jim_Holland: Sales people can be "naturals" are elicitation if taught correctly about 4 hours ago
ByronWorkman: @fehrmir chech out the hashtag for people interested in competitive intelligence consulting, training, etc. All attending webinar on it about 4 hours ago
DavidWLocke: @Jim_Holland If you share it with a competitor, it's illegal, but w/in org I don't see an ethics problem about 4 hours ago
Jim_Holland: Silence is Golden when meeting with customers. about 4 hours ago
Jim_Holland: @DavidWLocke How about opening your next meeting with, "do you know of any good medieval torture techniques? Used any on management? about 4 hours ago
Jim_Holland: Is it ethical to share competitive information? about 4 hours ago
ByronWorkman: @charlesbretz webinar I am attending uses sales to elicit intelligence from customers is that in your presentation? about 4 hours ago
DerickWorkman: @DavidWLocke true, but all we care about here is the relationship of sales to elicit information during the sales process. about 4 hours ago
DavidWLocke: @Jim_Holland Unfortunately about 4 hours ago
MATSIS: how do you avoid offending if/when they realize what they thought was a conversation is them being mined for info? about 4 hours ago
Jim_Holland: @DavidWLocke SPORTS about 4 hours ago
DavidWLocke: @DerickWorkman Personal for that sale only. Even if the sales rep closes this sale, they may abandon the next about 4 hours ago
ByronWorkman: @juliabrewster suggests using social sites to search for competitive intelligence. Sales can use media to elicit information. about 4 hours ago
CathyLiggett: , Competitive & Marketing Intelligence- Book Recommendations http://digg.com/u1WLg about 3 hours ago
CathyLiggett: missed webinar- today on CI, but I'd like to provide some more info.Competitor Analysis - A Brief Guide http://digg.com/u1WL1 about 3 hours ago
ByronWorkman: @mattshandera @derickworkman @thelmailguy fortunatly sales should be good at this as it is similar to selling a solution vision about 3 hours ago
DerickWorkman: Society of Competitive Intelligence Professionals http://bit.ly/w1nP (expand) about 3 hours ago
MattShandera: @derickworkman agreed sometimes if you don't lead a little clients will be off track and talk about something completely different about 3 hours ago
DerickWorkman: @TheIMailGuy Typically I'd want to avoid leading (trying to get unbiased opinions), but sometimes they need direction on topic areas about 3 hours ago
DavidWLocke: @ByronWorkman And, they can elicit across all of the purchase stakeholders about 3 hours ago
ByronWorkman: Value to Sales: Eliciting can influence the occurance of a point of inflection in the sales process. crucial point in solidifying sale about 3 hours ago
ByronWorkman: Sales can elicit through their linked in relationships, twitter accounts, blog, etc about 4 hours ago
ByronWorkman: Seems we are discussing a limited view of the elicitation process as it relates to sales. Who said it had to be a single event or media about 4 hours ago
piplzchoice: @ValWorkman Ask for help, but be specific. People love to offer help if it is not too difficult about 4 hours ago
TheIMailGuy: Shouldn't you avoid leading the customer when asking questions? about 4 hours ago
ByronWorkman: Thanks @CI2020 for link to Competitive Intelligence networking website for discussions. http://budurl.com/avw6 about 4 hours ago
Jim_Holland: RT @ByronWorkman: @matsis Don't know of anyone who wouldn't be offended if you change the expectations of the conversation mid way. about 4 hours ago
DerickWorkman: @ByronWorkman would have to be worked into conversation and existing expectations. about 4 hours ago
Jim_Holland: What type of leader are you? Interesting free self-assessment. http://bit.ly/vhC5S (expand) about 2 hours ago
aponcier: RT @CathyLiggett: What is Market & Competitive Intelligence http://digg.com/u1WPx about 3 hours ago
aponcier: RT @CathyLiggett: Course 12: Competitive Intelligence (Part 1 of 2) http://digg.com/u1WO8 about 3 hours ago
aponcier: RT @CathyLiggett: How does competitive intelligence fit into the strategic planning process? http://digg.com/u1WPl about 3 hours ago
aponcier: RT @CathyLiggett: What is Market & Competitive Intelligence http://digg.com/u1WPx about 3 hours ago
Jim_Holland: @gstrouse has a few words for leaders in "Eat What you Kill" http://bit.ly/6z4G@gstrouse #leadership about 3 hours ago
CathyLiggett: What is Market & Competitive Intelligence http://digg.com/u1WPx about 3 hours ago
CathyLiggett: How does competitive intelligence fit into the strategic planning process? http://digg.com/u1WPl about 3 hours ago
CathyLiggett: Read full-text books and articles on: Business Intelligence http://digg.com/u1WPH about 3 hours ago
CathyLiggett: The Art of War by Sun Tzu : Techniques for Surpassing the Competition http://digg.com/u1WOs about 3 hours ago
CathyLiggett: Course 12: Competitive Intelligence (Part 2 of 2) http://digg.com/u1WOM about 3 hours ago
CathyLiggett: Course 12: Competitive Intelligence (Part 1 of 2) http://digg.com/u1WO8 about 3 hours ago
CathyLiggett: Competitive Intelligence Resources - Free Online Training in CI http://digg.com/u1WNA about 3 hours ago
CathyLiggett: Recommended Web Sites for CI Research- http://digg.com/u1WMh about 3 hours ago
MattShandera: @bryonworkman true, what about requirements gathering? PMs want to talk about feature X clients about Y PMs have to direct/lead about 3 hours ago