Chapter 4
Competitive Intelligence and Prospect Research
OVERVIEW
How to Obtain Valuable Research Data
Where to Obtain Data
Competitors
Exercise 4.1. Create a Competitor Matrix Chart
Buyers
Your Industry
Customer Advisory Boards
Exercise 4.2. Form a Customer Advisor Board
In this chapter we’ll discuss researching competitors and discovering data on potential buyers as well as gathering information on your industry.
I was sitting in the boardroom with the executive team of a large mortgage company in Chicago. They were rethinking their sales training approach. The company standard for their selling team was to offer nothing. That’s right, no sales training. They felt they hired so well that there was no need for ongoing training.
I was there to ...
