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 ...

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