Managing Customer Needs

Overview

In this section, you will find information about Competitive Insights, including definition and the process to create a competitive insight. You will also find information about how to create a competitor within Salesforce.

Compliance / Legal Notice: One must never pro-actively ask for or accept detailed information on specific competitors. It is possible to ask/receive general info on competing price levels or terms /conditions if this helps to make a competitive offer. Always report to Solvay's Legal Department if detailed information about a competitor's offer is received or if any organized information exchange via the customer is suspected.

Table of content

 

Objectives & Values

Competitive Insight: a process of registering and sharing market intelligence obtained from customers as a result of ongoing negotiations. Such info may be registered in SFDC if the source / circumstances in which the data is obtained are mentioned.


Key added value of using Competitive Insights :

  • Build a knowledge base on Solvay’s competitors by collecting legally compliant information
  • Use this knowledge base to price competitive deals, and support win rate


Managing Competitive Insights in the CRM will help you by :

  • Improving competitors vision

  • Recording all business related information and making it visible (if it’s not in SFDC it doesn’t exist)

  • Enriching data on competitors, their product, their production capacity, their technologies

  • Calculating Solvay’s market share versus competitors Market share

  • Bottom-up collected data with global statistics for future release challenges

 

Step By Step

Create a Competitor header

First David searches a competitor’s name with the global search. If it does not exist yet, he goes to the competitor tab and clicks on the new button







Or, he chooses an existing competitor from the picklist and clicks on continue

 

David decides to create a new competitor, so he fills all the information and clicks on the save button


 

 

Competitors creation should be validated by GBU data steward concerned, by clicking on Submit for Approval

 

 

David creates a product for this new competitor using the New Competitor Product button


 

Competitor product should be approved by GBU data steward.

Competitor Product name could be the same as the corresponding Solvay Product or the real Competitor Product name.

 


 

The Competitors products have the same hierarchy that Solvay’s Product but with only 4 levels. Each time you create a product you have to indicate the corresponding parent product.

 

David completes the capacity information by clicking on the New competitor capacity button.



The capacity is completed for each competitor product  

 

 

 

Create a Competitive Insight

First, David needs to filter all his Competitive Insight headers by clicking on the Competitive Insight tab










He then fills in the filters he wants to see : all the corresponding sales or corresponding opportunities appear

 

 

 

The legal notice is mandatory and informs the user of what is legal or not. Please read it carefully when creating a competitive insight.

 

 

 

 

  • Recurrent business data appear in green

  • Growth business data appear in blue

  • Prospect data appear in orange
David hoovers the Competitive Insight related list and clicks on New Competitive Insight

In the first section Competitive Insight Information, David enters the following information
-Competitor Name: David searches for the competitor in the system
-GBU/Region: David selects his GBU and the Region
-Source of information: David details how he got the competitive insight information

 

On the right side of the section, David links the competitive insight to the opportunity and to the visit report he previously created. 

 

You can link a competitive insight to multiple types of records, but only the link with a prospect/customer is mandatory

 

 

 

 

David enters the details of the competitive insight…

 

…and on the Competitor itself on this insight

Once David has finished to complete the information, he clicks on Save

Great! David has successfully created a competitive insight

 

The legal notice is mandatory and informs the user of what is legal or not. Please read it carefully when creating a competitive insight

 

The competitive insight is now available from the account page…

…from the opportunity page…

 

…and from the visit report.

 

That’s great! Any user opening an account, an opportunity or a visit report will see the competitive insight and be aware of it. Let’s share the word!

 

 

 

 

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