SellingPower Gets It, Too

I was very pleased today to see that SellingPower (the leading source of sales management information) gave Primary Intelligence top billing in its Sales Management Newsletter (Keeping Tabs On the Competition). Heather Baldwin, Contributing Editor, attended our webinar in April and provided a very thorough summary of our philosophy to create impactful competitive intelligence from your most productive information channels; your clients.

Our new website homepage attempts to drive the same message home. In the diagram just below the header, Primary Intelligence attempts to demonstrate all of the areas where sales intelligence can be a) generated and b) put to use to create additional competitive advantage. Of course, we have an intelligence product for each step. If you want to find out more, please visit. Let me know how you like the visual representation.

Most importantly, I still think that most companies can increase their Competitive Intelligence quantity and quality by focusing on the reasons why people buy from their company and the competitors. This intelligence should be gathered after the first sale and also, after each additional renewal, upgrade, additional sale or lost sale in any of those events.

Specifically, take a look at your customer sat, account loyalty, win/loss and other client-studies. What would happen if you added a question or two? For example:

- Which other vendors provide services like ours?
- What are some of their key selling points?
- Where do you feel that we are superior to [vendors]
- What have innovations have [vendors] included that we should think about?

Of course, you have to assess your current study, client base and other factors. You don’t want to start your clients thinking too hard about your competitors. But, don’t think for a minute that even your most loyal clients don’t know anything about your competitors. And, if they’re loyal to you, they’ll most likely share information with you, too.

Let me know what you’re thinking about this stuff. (cdalley@primary-intel.com, 801-838-9600 x5050)