1. Winning the Consensus-
Based Sale
Scott Collins
Director|Advisory Services

2. Changing Customer Buying Behavior

4. The CHALLENGER SALE
1. In a world in which customers can learn on their own,
what they are looking for is the thing they couldn’t
learn on their own (i.e., the idea they missed).
2. Best salespeople bring new ideas to the table, effectively
challenging customer thinking
3. Best companies equip their salespeople with insight-based
messages that lead to, not with, what makes them unique
Three Lessons Learned

5. Moving Beyond a Vision
Purchase
Decision
Customer
Status
Quo
Agreement
on a Vision
Single
Stakeholder
Agreement
Organizational
Consensus
Agreement
on a Vision

6. Bigger Groups, Fewer Purchases
0%
50%
100%
n = 3,000
Source: CEB/Motista 2013 B2B Brand Survey; CEB analysis
5.4
Average Buying
Group Size
81%
55%
53%
31%
1 2 3 4 5 6+
Size of Buying Team
60%
Purchase
Likelihood
60%

7. Conventional Wisdom: Engage the Coach
1. Readily accessible and willing to talk
2. Provides information unavailable to suppliers
3. Pro-supplier’s solution or products
4. Good at influencing others
5. Speaks the truth
6. Credible among colleagues
7. Conveys ideas in savvy ways
8. Delivers on commitments
9. Will personally gain from sale
10. Networks reps with other stakeholders
Advocate/Coach

8. Seven Types of Customer Stakeholders
The SkepticThe Go-Getter The Friend
The Teacher The Guide The Climber The Blocker

9. Star and Core Performers Choose
Differently
High Performer Focus Zone Core Performer Focus Zone
Go-Getter Teacher Skeptic Friend Guide Climber

10. Mobilizers Get the Deal Done

11. Don’t Let the Title Fool You

12. How to Find Mobilizers

13. How to Engage Mobilizers
Customer Coaches the Rep Rep Coaches the Customer
Core Rep Engagement Strategy Star Rep Engagement Strategy
1. Understand stakeholders’ goals
2. Determine criteria for purchase
3. Understand stakeholders’
relation to each other
1. Arm the customer to teach
2. Help buyers build consensus
3. Help customers understand
purchase process

14. Pick Winners, then Pursue
Core
Performers
Star
Performers
The
“Wedge”
The “Nail”

15. Learn More
@CEB_Challenger
Group:
The Challenger Sale From CEB
www.thechallengersale.com

16. Thank you
For more information
SAVO Web Site: www.savogroup.com
Sales First Nation: www.savogroup.com/sales-first-nation/
SAVO Products: www.savogroup.com/products/
SAVO Phone: 312-276-7700