Every sales professional in the world may provide a different answer to the subject question. But, overall, sales professionals themselves may be mostly to blame for the lack of use of good competitive intelligence.
1-Sales Professionals already know everything – This is probably true. But, it isn’t necessarily good.
2-Intelligence programs are run by marketing – This doesn’t inherently make the data evil, but decontamination procedures are time-consuming and costly.
3-Current intelligence isn’t available in a convenient format – Who has time to hunt down info when we’re too busy selling
4-Sales Reps are creatures of habit, not learning – I’m not implying that sales professionals aren’t smart, but the general methodology of prospect, build relationships, present value, close contracts (lather, rinse, repeat) doesn’t include much in the way of intelligence gathering.
But, as you refine your craft, you have to look for better ways to differentiate yourself. To do so, competitive intelligence (the right info delivered at the right time) can give you the advantage.
Even if you don’t sell competitively, intelligence will show you the highest value propositions to create higher conversion rates. If you Value Sell, S.P.I.N Sell, VITO or Solution Sell (or whatever your methodology), some very simple feedback mechanisms will refine your message and increase your effectiveness.
I have some tips. You might be interested. Contact me.
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