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Competitive Intelligence and the Sales Force by Joel Le Bon

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CHAPTER 3

Competitive Intelligence and the Sales Organization

If you don’t know your competitors, you don’t know your weaknesses!

—JLB

Chapter 2 clarified why a marketing orientation strategy should start with candid frontline intelligence generation; it also identified some primary field-based intelligence deficiencies. Because the sales force is the face of any competitive intelligence strategy, this chapter proposes methods to make salespeople more talkative about the market and describes some tactics they can use to make the market talk to them.

Building the Sales Organization’s Competitive Intelligence Culture

Salespeople’s Competitive Intelligence Attitude: The CIA

If there are any doubts about how salespeople’s competitive intelligence ...

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