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Competitive Intelligence and the Sales Force; How to Gain Market Leadership Through Competitive Intelligence

by Joël Le Bon
published by Business Expert Press, 2014
Ref BEP1760

Understanding what is going on with the customer and with competitors is the prerequisite for good sales preparation and success, writes the author of this book. Competitive information is perhaps one of the most important assets a salesperson possesses, and if information is power, competitive information is competitive power.

A sales force is an organisation’s eyes, ears and voice, says the author, but salespeople do not often fulfil their mission to acquire, evaluate and transmit competitive intelligence from the field. Why not? This book seeks to answer this fundamental question and is based on in-depth research with numerous sales and marketing professionals in many organisations worldwide.

The author notes that government intelligence agencies throughout the world are finding once again that human abilities and sources, rather than technology, are more reliable and effective in intelligence gathering. Companies have also known this for some time, but what methods might improve salespeople’s competitive intelligence acquisition techniques? And how should ethical challenges be resolved?

This book includes practical tools and guidelines to help organisations achieve their goals and maintain a sustainable competitive edge. 

Purchase individual chapters from the book

About the author

Joël Le Bon is a Marketing Professor at the University of Houston, C.T. Bauer College of Business, where he also serves as the Director of Executive Education for the Sales Excellence Institute.

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