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The Challenger Customer

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Four years ago, The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now our latest research reveals something even more surprising: Being a Challenger seller is not enough. Your success or failure also depends on who you challenge. To win today, you need a Challenger inside the customer organization, a Mobilizer. CEB will reveal what high-performing B2B teams grasp that their average-performing peers don't. Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson's inability to connect to any one individual stakeholder. It's far more often their inability to connect them to each other. Join Brent Adamson, Principal Advisor for CEB and co-author of The Challenger Sale. Brent facilitates a wide range of executive-level discussions around the world for Fortune 500/Global 1000 executives in sales, marketing, and customer service.

Check out the session video: http://bit.ly/1MnKzqu

Published in: Technology

The Challenger Customer

  1. 1. Sales Summit 2015 1 Day. 13 sessions. 14 Sales Thought Leaders. www.salesforce.com/ sales-summit/ Join the conversation #SalesSummit #DF15
  2. 2. The Challenger Customer #SalesSummit #DF15 ​ Brent Adamson ​ Principal Executive Advisor, Sales & Marketing ​ CEB ​ @CEB_Challenger, #ChallengerCustomer ​  https://www.salesforce.com/sales-summit/
  3. 3. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer That Was Then... © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer • Always goes the extra mile • Doesn’t give up easily • Self-motivated • Interested in feedback and development • Always has a different view of the world • Understands the customer’s business • Loves to debate • Pushes the customer • Reliably responds • Ensures that all problems are solved • Detail oriented • Follows own instincts • Self-assured • Independent • Builds strong customer advocates • Generous in giving time to help others • Gets along with everyone Hard Worker Challenger Relationship Builder Lone Wolf Problem Solver
  4. 4. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer Traversing the Solutions Graveyard Customer Status Quo Agreement on a Vision Purchase Decision Single Stakeholder Agreement Organizational Consensus
  5. 5. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer Bigger Groups, Fewer Purchases n = 3,000. 0% 50% 100% 81% 55% 53% 31% 1 2 3 4 5 6+ Size of Buying Team 60% Purchase Likelihood 60%
  6. 6. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer Bigger Groups, Fewer Purchases n = 3,000. 0% 50% 100% 81% 55% 53% 31% 1 2 3 4 5 6+ Size of Buying Team 60% Purchase Likelihood 60% 5.4 Average Buying Group Size
  7. 7. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer Track Them all down, and Win Them all over Stakeholder 1: CIO Rep Angle: Minimal work- flow disruption Positioning: Seamless integration with legacy systems Stakeholder “Closed” Stakeholder 2: Financial Analyst Rep Angle: Cost savings Positioning: Write-off of existing platform Stakeholder “Closed” Stakeholder 3: Marketer Rep Angle: Deeper customer segmentation Positioning: Develop effective segmentation targeting strategies Stakeholder “Closed” 1. Accessing Individuals2.ClosingIndividuals
  8. 8. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer Surprising Results 0% 8% (8%) 4% (4%) ChangeinLikelihoodofMaking aHigh-QualitySale Access to Stakeholders Evaluating Purchase Positioning Offering on Value to an Individual Stakeholder
  9. 9. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer The Real Enemy 1.5 Stakeholder Diversity Index Stakeholder DysfunctionIndex 2.0 2.5 2.5 4.0 5.5 Stakeholders don’t have a fair say Stakeholders avoid discussing key issues Stakeholders have multiple disagreements Kinds of dysfunction:
  10. 10. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer The Lowest Common Denominator Stakeholder 1 Mental Model Goal Priorities Metrics Means Stakeholder 2 Mental Model Goal Priorities Metrics Means Stakeholder 3 Mental Model Goal Priorities Metrics Means
  11. 11. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer Seven Types of Customer Stakeholders The Teacher The BlockerThe ClimberThe Guide The Go-Getter The FriendThe Skeptic
  12. 12. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer Mobilizers Get the Deal Done
  13. 13. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer What Now? 1. Identify Mobilizers versus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change 4. Track Mobilizer Progress through a Customer-Verified Pipeline
  14. 14. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer How to Find Mobilizers
  15. 15. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer What Now? 1. Identify Mobilizers versus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change 4. Track Mobilizer Progress through a Customer-Verified Pipeline
  16. 16. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer Break down the “A,” then Build up the “B” Current Beliefs/Behavior Desired Beliefs/Behavior A B
  17. 17. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer What Now? 1. Identify Mobilizers versus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change 4. Track Mobilizer Progress through a Customer-Verified Pipeline
  18. 18. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer What Now? 1. Identify Mobilizers versus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change 4. Track Mobilizer Progress through a Customer-Verified Pipeline
  19. 19. © 2015 CEB. All rights reserved #SalesSummit #DF15 #ChallengerCustomer •  ceburl.com/Salesforce15 •  ChallengerCustomer.com •  #ChallengerCustomer •  #SalesSummit #DF15 •  @CEB_Challenger Learn More and Join the Conversation
  20. 20. Salesforce Sales Leadership Community www.salesforce.com/salesleadership #SalesSummit #DF15
  21. 21. Thank you

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