CHAPTER 4

Competitive Intelligence Acquisition, Management, and Sales Ethics

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

—JLB

Chapter 3 described how key individual and organizational factors can be leveraged to foster salespeople’s competitive intelligence attitude (CIA) and motivation toward competitive intelligence missions. Because intelligence quality and sales performance ultimately happen at the salesperson–customer dyad level, this chapter exposes salespeople’s field investigation strategies, describes how to organize incoming intelligence, and notes ethical issues at stake with regard to competitive intelligence activities.

Competitive Intelligence and the Infiltrated Salesperson

Strategies for Customer-Based ...

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