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The 25 most important tenets of the Challenger Sale approach

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Key highlights from CEB's Challenger Sale research. Check out The Challenger Sale to learn more!

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The 25 most important tenets of the Challenger Sale approach

  1. 1. Applying the Challenger Sale Approach Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  2. 2. Three objectives today • How to tell better, customer-centric stories that drive volume, velocity and conversion among your prospects • Apply teach, tailor and take control to the Smart Tuition sales (and marketing) process • Begin getting comfortable with how to operationalize the Challenger approach in your daily activity
  3. 3. Based in CEB research
  4. 4. The 25 Most Important Tenets of the Challenger Approach
  5. 5. 1. How you sell is more important than what you sell
  6. 6. 2. You win by generating demand in a reluctant, risk- adverse customer environment
  7. 7. 3. Challengers push their customer’s thinking & help them compete more effectively
  8. 8. 4. Challengers teach, tailor & take control
  9. 9. 5. Solution selling is, by definition, a disruptive sale
  10. 10. 6. Reps who win tailor their message to a wide range of customer stakeholders
  11. 11. 7. You’re not as different from your competitors as you think
  12. 12. 8. Build a network of advocacy
  13. 13. 9. The value of your insights trumps the quality of your product
  14. 14. 10. Don’t discover what they know, teach them a new way of thinking altogether
  15. 15. 11. Rapport and reframe are not the same thing
  16. 16. 12. Logic alone is rarely enough to challenge the status quo
  17. 17. 13. Lead with a hypotheses of the customer’s needs
  18. 18. 14. Paint a picture of the negative future based on their current path Source: Jeff Thull
  19. 19. 15. Marketing is your “insight generation machine”
  20. 20. 16. Does the decision maker have the strong backing of her team?
  21. 21. 17. It is often faster to sell through stakeholders than to go directly to the decision maker
  22. 22. 18. Know individual stakeholder value drivers & the economic drivers of their business
  23. 23. 19. If it’s not urgent, it’s not worth solving
  24. 24. 20. Translate & enable customer centricity to sales (at a tangible, operational level)
  25. 25. 21. Invest in planning time
  26. 26. 22. Sales leadership requires an innovation mindset
  27. 27. 23. “If we had religiously followed our sales process, our three biggest deals would have never gotten done.”
  28. 28. 24. Design your team (and your time) for effectiveness, not efficiency
  29. 29. 25. Be memorable, not agreeable
  30. 30. Questions?
  31. 31. Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com

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