The Challenger Sale Driving Growth by Taking Control of the Customer Conversation © 2014 The Corporate Executive Board Company. All Rights Reserved.

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Presentation transcript:

The Challenger Sale Driving Growth by Taking Control of the Customer Conversation © 2014 The Corporate Executive Board Company. All Rights Reserved.

IT ALL MADE SENSE Core Beliefs Customer Centricity Customer Relationships Customer Understanding Customer Value © 2014 The Corporate Executive Board Company. All Rights Reserved.

A DIFFERENT KIND OF BUYING 57% Customer Due Diligence Begins Customer Purchase Decision Customer Contacts Supplier © 2014 The Corporate Executive Board Company. All Rights Reserved.

KEY DRIVERS OF CUSTOMER LOYALTY Contribution to Customer Loyalty Drivers of Customer Loyalty Rep offers unique, valuable perspectives on the market Rep helps me navigate alternatives Rep helps me avoid potential land mines Rep educates me on new issues and outcomes Supplier is easy to buy from Supplier has widespread support across organization 53% 9% 19% © 2014 The Corporate Executive Board Company. All Rights Reserved.

POTENTIAL DRIVERS OF HIGH PERFORMANCE Sample Attributes Tested Attitudes Desire to Seek Issue Resolution Willingness to Risk Disapproval Accessibility Goal Motivation Outcome Focus Attachment to the Company Curiosity Discretionary Effort Skills/Behaviors Business Acumen Customer Needs Assessment Communication Use of Internal Resources Negotiation Relationship Management Solutions Selling Teamwork Activities Sales Process Adherence Evaluation of Opportunities Preparation Lead Generation Administration Knowledge Industry Knowledge Product Knowledge © 2014 The Corporate Executive Board Company. All Rights Reserved.

THE FIVE PROFILES OF SALES REPS 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 Hard WorkerChallengerRelationship Builder Reliably responds Ensures that all problems are solved Detail oriented Follows own instincts Self-assured Independent Lone WolfProblem Solver © 2014 The Corporate Executive Board Company. All Rights Reserved.

CHALLENGER REPS MOST LIKELY TO WIN Percentage of Population Percentage of Core Performers Percentage of High Performers © 2014 The Corporate Executive Board Company. All Rights Reserved.

THE CHALLENGER FINGERPRINT Challenger Rep Behaviors Build Constructive Tension Tailor Take Control Teach Offers unique perspective Two-way communication skills Knows customer value drivers Can ID economic drivers Is comfortable discussing money Can pressure the customer © 2014 The Corporate Executive Board Company. All Rights Reserved.

CHALLENGERS EXCEL IN COMPLEX SALES Relationship Builder Problem Solver Hard Worker Lone Wolf Challenger Percentage of High Performers © 2014 The Corporate Executive Board Company. All Rights Reserved.

NOT JUST ANY TEACHING Lead to Your Unique Strengths Challenge Customers’ Assumptions Catalyze Action Scale Across Customers © 2014 The Corporate Executive Board Company. All Rights Reserved.

DON’T LEAD WITH, LEAD TO Level of Customer Excitement Positive Neutral Negative Reframe Rational Drowning Warmer Emotional Impact A New Way Our Solution © 2014 The Corporate Executive Board Company. All Rights Reserved.

5 QUESTIONS TO KEEP YOU UP AT NIGHT © 2014 The Corporate Executive Board Company. All Rights Reserved. 1.Do you know where your customers learn? 2.Are you present where your customers learn? 3.Are you teaching customers or unteaching them? 4.Does your insight lead exclusively to you? 5.Are you building Challenger reps—or a Challenger organization?

PORTRAIT OF THE NEW HIGH PERFORMER Teach for Differentiation Take Control Tailor for Resonance The Challenger Rep © 2014 The Corporate Executive Board Company. All Rights Reserved.

Read: Connect: The Challenger Sale LinkedIn Group Follow and Join the Discussion LEARN MORE © 2014 The Corporate Executive Board Company. All Rights Reserved.