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The Challenger Customer: How to Identify and Engage the Right Customers

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In The Challenger Customer, CEB research identifies the Mobilizer customer as a critical player on the buyer panel. Engaging and challenging this individual is crucial to your deal’s success.

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The Challenger Customer: How to Identify and Engage the Right Customers

  1. 1. The Challenger Customer: How to Identify and Engage the Right Customers Justin Shriber Head of Marketing LinkedIn Sales Solutions Brent Adamson Principal Executive Advisor CEB
  2. 2. Tapping into Social Media is Becoming the Norm Use Social Selling to build and nurture relationships Say social selling tools are “important” or “very important” for closing deals 71% 83% 90% Of top sales people use social selling tools, compared with 71% of all sales professionals Source: 2016 LinkedIn survey of US Sales and Business Development Professionals; n=1017
  3. 3. An Introduction to The Challenger Customer Brent Adamson @brentadamson
  4. 4. 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 Bigger Groups, Fewer Purchases
  5. 5. Stakeholder 1 Mental Model Goal Priorities Metrics Means Stakeholder 2 Mental Model Goal Priorities Metrics Means Stakeholder 3 Mental Model Goal Priorities Metrics Means The Lowest Common Denominator
  6. 6. The Teacher The BlockerThe ClimberThe Guide The Go-Getter The FriendThe Skeptic Seven Types of Customer Stakeholders
  7. 7. Mobilizer™ Customers Get the Deal Done Highly Likely Highly Unlikely 1.0x 0.89x 0.66x 0.23x -0.20x -0.22x -0.95x LikelihoodtoDrive OrganizationalAction n = 717. Source: CEB analysis. “Mobilizer Customers” “Talkers” The Go- Getter The Teacher The Skeptic The Guide The Friend The Climber The Blocker
  8. 8. 1. Identify Mobilizer Customers, not “Customer Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change What Now?
  9. 9. Finding Mobilizers
  10. 10. 1. Identify Mobilizers versus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change What Now?
  11. 11. 0.013 (0.047) (0.096) (0.132) MagnitudeofDriverImpact Representing a Smart/ Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find Non-Statistically Significant Drivers Drivers of Changing a Customer’s Purchase Path
  12. 12. Statistically Significant Drivers 0.302 0.013 (0.047) (0.096) (0.132) MagnitudeofDriverImpact 0.446 Teaching Customer Something New about Their Business Needs/ Challenges Providing the Customer with Compelling Reasons to Take Action Representing a Smart/ Expert Perspective Being Easy to Understand Containing Interesting Facts or Anecdotes Being Accessible/ Quick to Find Non-Statistically Significant Drivers Drivers of Changing a Customer’s Purchase Path
  13. 13. Current Beliefs/Behavior Desired Beliefs/Behavior A B Break down the “A,” then Build up the “B”
  14. 14. 1. Identify Mobilizers versus “Champions” 2. Engage Mobilizers with Commercial Insight, not Thought Leadership 3. Equip Mobilizers to Coach Customers toward Collective Change What Now?
  15. 15. 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 How to Engage Mobilizers
  16. 16. Sales and Marketing can tag team on content Reps post insightful content…. …and buyers engage
  17. 17. CEB equips organizations through best practices, tools, and implementation support to: •  Source, assess and develop ChallengerTM sellers •  Develop sales talent to engage MobilizerTM customers •  Create Commercial Insights •  Drive efficiency and impact through sales enablement Linkedin Sales Navigator is a stand-alone, premium version of LinkedIn, specifically designed to help you: •  Identify and focus on the right people and companies •  Leverage your network for warm introductions •  Stay informed on key account updates •  Build trust with your prospects and customers For more information, please visit: ChallengerCustomer.com For more information, please visit: sales.linkedin.com

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