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Inside the Customer's Purchase Decision: Collaborative Sales and Marketing Strategies to Steer Today's Buying Behavior
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Inside the Customer's Purchase Decision: Collaborative Sales and Marketing Strategies to Steer Today's Buying Behavior

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  • 1.
  • 2. Inside the Customer’s Purchase DecisionCollaborative Sales and Marketing Strategies to Steer Today’s Buying Behavior
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 3. Reluctant Customers
    3
    2
    1
    Customer’s time horizon extended
    Contact turnover stabilized
    Customers open to new ideas
    The Good
    4
    5
    Customer spending still down
    Price pressure still significant
    The Bad
    6
    7
    8
    9
    Customers using consultants to drive purchase
    Customers demanding increased customization
    Customers pushing risk onto suppliers
    Consensus requirements expanding
    The Ugly
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 4. Key Drivers of Customer Loyalty
    Representative Sales Drivers of Customer Loyalty
    • Offers unique, valuable perspectives on the market
    • 5. Helps me navigate alternatives
    • 6. Helps me avoid potential land mines
    • 7. Educates me on new issues and outcomes
    • 8. Supplier is easy to buy from
    • 9. Supplier has widespread support across my company
    53%
    Percentage of Contribution to Customer Loyalty
    9%
    19%
    19%
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 10. Potential Drivers of Rep High Performance
    Sample Attributes Tested
    Attitudes
    • Desire to Seek Issue Resolution
    • 11. Willingness to Risk Disapproval
    • 12. Accessibility
    • 13. Goal Motivation
    • 14. Outcome Focus
    • 15. Attachment to the Company
    • 16. Curiosity
    • 17. Discretionary Effort
    Skills/Behaviors
    Activities
    • Sales Process Adherence
    • 25. Evaluation of Opportunities
    • 26. Preparation
    • 27. Lead Generation
    • 28. Administration
    Knowledge
    • Industry Knowledge
    • 29. Product Knowledge
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 30. Sales Rep Profiles – Pattern Recognition
    Hard Worker
    Challenger
    Relationship Builder
    • Always willing to go the extra mile
    • 31. Doesn’t give up easily
    • 32. Self-motivated
    • 33. Interested in feedback and development
    • 34. Always has a different view of the world
    • 35. Understands the customer’s business
    • 36. Loves to debate
    • 37. Pushes customers
    • 38. Builds strong advocates in customer organization
    • 39. Generous in giving time to help others
    • 40. Gets along with everyone
    Lone Wolf
    Problem Solver
    • Reliably responds to internal and external stakeholders
    • 41. Ensures that all problems are solved
    • 42. Detail oriented
    • 43. Follows own instincts
    • 44. Self-assured
    • 45. Independent
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 46. Percentage of Core Performers
    Percentage of High Performers
    Challenger Reps Mostly Likely to Win
    Percentage of Population
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 47. The Challenger Fingerprint
    Challenger Rep Behaviors
    Teach
    • Offers unique perspective
    • 48. Two-way communication skills
    • 49. Knows customer value drivers
    • 50. Can ID economic drivers
    • 51. Is comfortable discussing money
    • 52. Can pressure the customer
    Tailor
    TakeControl
    Build Constructive Tension
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 53. Challengers Excel in Complex Sales
    Relationship Builder
    Problem Solver
    Hard Worker
    Percentage of Total High Performers
    Lone Wolf
    Challenger
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 54. Commercial Teaching Attributes
    Lead to Your Unique Strengths
    Challenge Customers’ Assumptions
    Catalyze Action
    Scale Across Customers
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 55. Anatomy of a Commercial Teaching Pitch
    Positive
    6.
    Our Solution
    2.
    Reframe
    5.
    A New Way
    1.
    Warmer
    3.
    Rational Drowning
    Level of Customer Excitement
    Neutral
    4.
    Emotional Impact
    Negative
    © 2011 The Corporate Executive Board Company. All Rights Reserved.
  • 56. Portrait of the New High Performer
    Teach for Differentiation
    Take Control
    Tailor for Resonance
    The New High Performer
    © 2011 The Corporate Executive Board Company. All Rights Reserved.