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ceb-challenger-sale-introduction
- 1. The Challenger Sale Driving Growth by Taking Control of the Customer Conversation
- 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. A different kind of buying has emerged.
- 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. 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. 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. Challenger™ reps are most likely to win.
- 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. 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. 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.
- 11. CEB provides the following: § Implementation Support § Sales & Marketing Training § Best Practice Research § Functional Benchmarking § Advisory Support § Executive Networking § Staff Development Tools and Workshops § Change Management Resources Learn more, and join the conversation: challengersale.com Contact Us challenger@cebglobal.com @CEB_Challenger www.youtube.com/CEB CEB Challenger™