Understanding your competition through the eyes of your customers - Atlanta

In this tough selling environment, it is imperative to understand your competition. Many businesses don’t systematically track their competition – what they know is gleaned from press releases and newspaper articles. But this approach will leave you vulnerable. Frank Sanders, president and CEO of CSM Research Inc., is an Atlanta-based expert in market research who will lead a discussion about understanding your competition through the eyes of your customers. He will discuss the importance of creating an ongoing dialog with existing customers and will explain the strategic value of such activity. Customers must be a part of a competitive intelligence plan because they:

Know the products and services that have worked for them, and those that have not
Understand the strengths and weaknesses of your competitors
Understand the value drivers that influence switching, satisfaction and retention