How to Use CI to Improve
Your Pricing Strategy
1. Competitive Intelligence - Tips and Techniques for
First Time Users
This workshop provides you with the basics to use and
apply CI in your organization:
- Getting up
to Speed - What is CI? What role does it play? What
are the ethical boundaries of CI?
- Planning Your Study - Establishing a road map, deciding
on which sources to contact, setting up a database
of contacts.
- Avenues of
Investigation - Electronic, trade show intercepts,
competitor interviews, in-house interviews and 3rd
party interviews.
- Breaking the
Code with CI Analytical Tools - Data cell screen,
data clarification, data consolidation and data verification.
- Templates
for Precise and Actionable Reports - CI brief, rush
report, monthly activity scan and industry SWOT.
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2. How to Transform CI into Competitive Strategy
First time users often find they collect
excessive amounts of data without the tools and skills
to analyze the information accurately, quickly and meaningfully.
Overcome these obstacles through targeted data analysis
that will:
- Ensure your
findings are accurate by employing data verification,
clarification and consolidation tools.
- Simplify CI
into understandable reports.
- Make certain
your findings are measurable and actionable.
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3. How to Motivate Your Sales Force to Collect and
Make Decisions with CI
One of the most challenging tasks in CI is motivating
your own sales force to collect and report CI. Without
field intelligence from sales representatives, many
CI reports are, at best, an exercise in theory and conjecture.
Learn how to help your sales force and field personnel:
- Overcome their
hesitation to collect CI when visiting customers.
- Communicate
their findings quickly to other people within your
organization.
- Improve sales
results by acting on the CI they collect.
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4. How to Set Up Your CI Department
Overly ambitious plans and disinterested staff are frequent
reasons why efforts to set up a CI department fall short.
Learn how to:
- Carry out
internal needs assessments to help focus priorities.
- Develop effective
databases, interviewing techniques and reporting structure.
- Motivate colleagues
to collect and use CI.
- Institute
programs to minimize leakage and prevent competitors
from gaining CI about your company.
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5. How to Increase Customer Loyalty and Recapture
Dissatisfied Customers
This workshop will provide you with the basics to successfully
undertake a mystery shop and effectively pinpoint your
service gaps. Topics include:
- Getting up
to Speed - What is mystery shopping? What are the
more popular applications of mystery shopping?
- Planning -
Selecting the right shoppers, developing easy to follow
instructions and designing reports to yield meaningful
results.
- Analysis -
Building efficiencies with templates, setting up summary
tables, merging data and verifying results.
- Implementation
- Using the results to improve your relationships
with current customers and recapture dissatisfied
customers.
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6. How to Conduct Due Diligence Studies to Reveal and
Rectify Competitive Exposure
Due diligence is no longer exploited exclusively by
accountants. Increasingly, marketing professionals with
strong analytical skills are undertaking this type of
investigative research to reduce risk and improve marketing
effectiveness. This workshop will provide you with the
essentials to:
- Conduct an
exposure assessment of a potential corporate acquisition
or marketing alliance.
- Pinpoint leakage
of proprietary information.
- Carry out
an audit to determine whether your marketing programs
are producing the results you expect.
- Uncover errors
in your supplier's invoicing.
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7. How to Assess New Market Opportunities By Using
CI
CI can readily help you uncover and assess new business
opportunities. This workshop will show you how to:
- Determine
whether or not a new market opportunity is feasible
by pinpointing true volume potential
- Develop accurate
and comprehensive prospect lists.
- Source feedback
from prospective buyers on purchase influences, pricing
and success factors.
- Uncover barriers
that can impede successful market entry.
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8. How to Use CI to Improve Your Pricing Strategy
Whether you are investigating a competitor's charges,
rebates, or discounts, it is critical to use the right
tools to assess competitive pricing strategy so as to
uncover weaknesses you can actually leverage. This workshop
will teach you how to:
- Reconstruct
competitors' prices and pricing strategies accurately
and comprehensively.
- Identify best
pricing practices and adapt them to your program.
- Make decisions through CI that will
increase your revenue and counter competitive threats.
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