© 2016 CEB. All rights reserved Version: X.X Last modified: [insert date format: DD Month YYYY] CONFIDENTIAL OR RESTRICTED [Delete as appropriate] The Challenger Sale Driving Growth by Taking Control of the Customer Conversation An Overview

57% Customer Due Diligence Begins Customer Purchase Decision A Different Kind of Buying Has Emerged © 2016 CEB. All rights reserved Customers today 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 ahead of the first seller interaction. 37% Learn, Understand Needs, and Explore Options n = 1,460. Source: CEB analysis.

Contribution to Customer Loyalty 53% 9% 19% 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 Key Drivers of Customer Loyalty © 2016 CEB. All rights reserved Purchase experience is the greatest source of differentiation for B2B sellers.

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 Reliably responds Ensures that all problems are solved Detail oriented Follows own instincts Self-assured Independent Builds strong customer advocates Generous in giving time to help others Gets along with everyone Hard WorkerChallengerRelationship Builder Lone WolfProblem Solver © 2016 CEB. All rights reserved The 5 Profiles of Sales Professionals

Percentage of Population Percentage of Core Performers Percentage of High Performers © 2016 CEB. All rights reserved Challenger Reps Are Most Likely to Win Sellers who fit the Challenger™ profile are best suited for the new B2B buying environment.

Challenger Rep Behaviors Build Constructive Tension Tailor Take Control Teach Offers unique perspective Two-way communication skills Knows customer value drivers Can identify economic drivers Is comfortable discussing money Can pressure the customer © 2016 CEB. All rights reserved 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.

CEB Support Engage Customers Through Sales Hire sellers more likely to succeed and consistently demonstrate Challenger behaviors Develop and build Challenger seller and manager skills Arm sellers to identify and activate Mobilizer TM customers and manage consensus Learn More: CEB Sales Leadership Council and CEB Marketing Leadership Council™ provide: Best Practice Research Functional Benchmarking Advisory Support Executive Networking Staff Development Tools and Workshops Change Management Resources Create Commercial Insights Develop Commercial Insights that reframe your customers in partnership with CEB 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 Where They Learn Certify your team to apply CEB’s Challenger™ Messaging 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

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