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The Challenger Sale - A different kind of buying has emerged

Driving Growth by Taking Control of the Customer Conversation

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The Challenger Sale - A different kind of buying has emerged

  1. 1. The Challenger Sale Driving Growth by Taking Control of the Customer Conversation
  2. 2. Three Questions That Guided Our Research What sets the best sales reps apart in a complex sales environment? How do you replicate winning sales behaviors? How do you create a differentiated sales experience?
  3. 3. A different kind of buying has emerged.
  4. 4. It’s Harder to Engage Buyers Today’s customers don’t need sales reps in the same way they used to; they now wait until they are 57% through the purchase process before contacting Sales. Buyers do independent research and set their own purchase criteria, all before the first seller interaction. n = 1,460. Source: CEB analysis. Customer’s First Meaningful Contact with Supplier Seller Customer Due Diligence Customer Purchase Decision 57% COMPLETE $
  5. 5. Sales Experience Drives Customer Loyalty Purchase experience is the greatest source of differentiation for B2B sellers. Source: CEB analysis. n = 4,960 B2B customers (of 24 companies). Percentage of Contribution to Customer Loyalty Representative Sales Drivers of Customer Loyalty •  Supplier offers unique, valuable perspectives on the market. •  Supplier helps me navigate alternatives. •  Supplier helps me avoid potential land mines. •  Supplier educates me on new issues and outcomes. •  Supplier is easy to buy from. •  Supplier has widespread support across our organization. Company and Brand Impact Product and Service Delivery Value-to- Price Ratio Sales Experience 19% 19% 9% 53%
  6. 6. The Five Profiles of Sales Professionals Hard Worker Challenger Relationship Builder Problem SolverLone Wolf §  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 §  Builds strong customer advocates §  Generous in giving time to help others §  Gets along with everyone §  Follows own instincts §  Self-assured §  Independent §  Reliably responds §  Ensures that all problems are solved §  Detail oriented Source: CEB analysis.
  7. 7. Challenger™ reps are most likely to win.
  8. 8. Challenger™ Reps Outperform All Other Profiles Challenger Lone Wolf Hard Worker Problem Solver Relationship Builder Core Performers High Performers 23% 15% 22% 14% 26% 39% 25% 17% 12% 7% Percentage of Core versus High Performers Per Profile n = 683. Source: CEB analysis.
  9. 9. The Challenger™ Fingerprint Challenger™ sellers use disruptive insights to challenge customers’ assumptions and force them to think differently. They take back control of the purchase conversation in a way that leads customers back to the unique strengths of their organization. Challenger Rep Behaviors Build Constructive Tension §  Offers unique perspective §  Maintains two-way communication Teach §  Knows customer value drivers §  Identifies economic drivers Tailor §  Is comfortable discussing money §  Can pressure the customer Take Control
  10. 10. CEB Helps You… Engage Customers Where They Learn §  Certify your team to apply our Challenger Messaging Engagement™ methodology to develop insights at scale. §  Develop a content strategy and associated customer-ready assets to deliver commercial insights. §  Build and improve your team’s broader marketing knowledge. Drive Efficiency and Impact Through Enablement §  Develop sales managers to effectively coach Challenger sales teams. §  Improve sellers’ customer conversations using mobile, video-based software to support seller practice and model what great selling looks like for new hires. Engage Customers Through Sales §  Hire sellers who are more likely to succeed and consistently demonstrate Challenger behaviors. §  Develop and build Challenger seller and manager skills. §  Arm sellers to identify and activate Mobilizer™ customers and manage consensus. Create Commercial Insights §  Develop commercial insights that reframe your customers’ thinking.

Driving Growth by Taking Control of the Customer Conversation

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