Like what you've read?

On Line Opinion is the only Australian site where you get all sides of the story. We don't
charge, but we need your support. Here�s how you can help.

  • Advertise

    We have a monthly audience of 70,000 and advertising packages from $200 a month.

  • Volunteer

    We always need commissioning editors and sub-editors.

  • Contribute

    Got something to say? Submit an essay.


 The National Forum   Donate   Your Account   On Line Opinion   Forum   Blogs   Polling   About   
On Line Opinion logo ON LINE OPINION - Australia's e-journal of social and political debate

Subscribe!
Subscribe





On Line Opinion is a not-for-profit publication and relies on the generosity of its sponsors, editors and contributors. If you would like to help, contact us.
___________

Syndicate
RSS/XML


RSS 2.0

Trade show intelligence: the other side of the coin

By Vernon Prior - posted Wednesday, 21 October 2009


Very often, the most profitable people to interview are those who show obvious signs of having had limited experience at trade shows. If they happen to be technicians or engineers, so much the better; these are the very people who are there simply to answer technical questions. So ask some. Endeavour to interview people during the more quiet periods, such as when many are attending popular conference sessions, at meal breaks, or towards the end of the working day. The display stand is more likely to be the hands of novices at those times.

Certain individuals on your list of potential interviewees may be stressed, overworked, or overwhelmed by unfamiliar tasks. This can render them vulnerable to questions from anyone who expresses empathy and understanding for their circumstances - use such opportunities wisely.

Elicitation can be a very efficient, successful and low-risk means to acquire information that would not normally be revealed. It involves the use of a subtle, non-threatening, and conversational approach, one with a predetermined purpose.

Advertisement

There are many ways to elicit information. In the first place, it helps to make a list of the people you expect to meet, together with their titles, major responsibilities, the names of any mutual acquaintances (particularly helpful in establishing a level of trust), and specific personal details (to use as disarmers).

Probably the most popular and widely recognised elicitation techniques are the use of flattery or disarmers. Both methods call for some familiarity with the person concerned. Almost as effective, however, is to imply that you need help, or that you know little or nothing about the topic. People will often go out of their way to give you appropriate advice, or refer you to someone who is an acknowledged expert.

Reiteration (sometimes referred to as restatement) can be a highly profitable elicitation technique. A typical exchange may take the following form:

A: You must have sold heaps of those new miniwidgets of yours.

B: Yes, quite a lot.

A: A lot?

B: More than a million.

A: More than a million?

B: One-point-three million, actually.

Note well that, having contributed the initial statement, you are simply repeating the significant part of your correspondent’s reply. This invariably stimulates clarification.

Criticism may also be used with success. Before the event, try to identify unfavourable reports about your competitors or their products and use these as a basis for any conversation. You may be surprised at how much information people impart in order to refute adverse criticism. But use this with care.

Advertisement

Whatever your approach, try to sound enthusiastic and interested. Be patient and flexible throughout the conversation, but never make a nuisance of yourself by becoming overly persistent - there’ll always be someone else to talk with.

Aim to attend any speeches, seminars, or presentations relating to your information needs. Speakers can usually be persuaded to elaborate or expand on their chosen subject or related areas. Be aware, too, that some attendees may reveal much more than they should simply because they are overly eager to make a contribution to any discussion.

Observe your competitors' displays, making particular note of:

  1. Pages:
  2. 1
  3. Page 2
  4. 3
  5. All

For those not familiar with the topics of competitive intelligence and knowledge management, Vernon's comprehensive glossary of terms is widely available online, including at the following sites: www.themanager.org, www.markintell.com, www.swisscia.org, www.quantumiii.co.uk, www.quantum3.co.za, www.mindshifts.com.au, www.intellonet.com, www.adler-ls.com, www.scip.org, and www.knowledgeboard.com.



Discuss in our Forums

See what other readers are saying about this article!

Click here to read & post comments.

2 posts so far.

Share this:
reddit this reddit thisbookmark with del.icio.us Del.icio.usdigg thisseed newsvineSeed NewsvineStumbleUpon StumbleUponsubmit to propellerkwoff it

About the Author

Vernon Prior is a leading practitioner in competitive intelligence and knowledge management. Over the past 20 years he has presented training programs in Australia, Brazil, Brunei, Hong Kong, India, Japan, Malaysia, New Zealand, the Philippines, Singapore, Thailand, and the United Arab Emirates.

Other articles by this Author

All articles by Vernon Prior

Creative Commons LicenseThis work is licensed under a Creative Commons License.

Photo of Vernon Prior
Article Tools
Comment 2 comments
Print Printable version
Subscribe Subscribe
Email Email a friend
Advertisement

About Us Search Discuss Feedback Legals Privacy