Tip for expanding size of video screen 2 Offer their customers unique amp valuable insights Have strong twoway communication skills Know each individual customers value drivers Can identify economic drivers of customers businesses ID: 626415
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The Core Elements of the Challenger Selling StyleSlide2
Tip for expanding size of video screen
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Offer their customers unique & valuable insights
Have strong two-way communication skills
Know each individual customer’s value drivers
Can identify economic drivers of customers’ businessesAre comfortable discussing money
Can pressure their customers to take action
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Teach
Tailor
Take control
What sets Challengers apart from their peers?
The Challenger Sale
, 2011, Mathew Dixon and Brent Adamson
W
hat sets Challengers apart from their peers?
6 attributes are statistically different for ChallengersSlide4
Elements of effective teaching
Challenging
customers to rethink current
assumptions & approaches
This reframing links challenges they may be aware of with bigger problems or opportunities than they ever realized
These insights require reps to know the part of their customer’s business that relates to their capabilities better than customers know it themselves
Results in a “huh, I never thought of that before” rather than “Yes, I totally agree! That’s exactly what we’re working on.”
Quantifying financial impact to customer (losses or foregone gains)Leads customers to your unique strengths
Applies to substantial segment of customersResults in customers making more money or saving more money
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The Challenger Sale
, 2011, Mathew Dixon and Brent Adamson Slide5
Elements of effective tailoring
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Industry
Company
Role
Individual
Layers of tailoring
Minimal
Optimal
The Challenger Sale
, 2011, Mathew Dixon and Brent Adamson Slide6
Decision drivers vary widely by role
Drivers of sales representative loyalty
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Relative impact compared w/ most important decision driver
The
Challenger
Sale
, 2011, Mathew Dixon and Brent Adamson Slide7
Top marketing and sales organizations tailor messages by role
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The Challenger Sale
, 2011, Mathew Dixon and Brent Adamson Slide8
Keys to taking control of the sale
Separate viable prospects from price shoppers
Viable prospects grant access to senior decision makers
Create urgency to address previously unrecognized opportunity/costIf problem is not urgent, it’s probably not worth solving
D
efine customer decision timeline needed to capture opportunities
Gain commitment that up-front consulting investments will result in some form reciprocal investment by the customerGain agreement to park pricing questions until supplier can establish full extant of incremental sales and savings they’re able to generate
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NOTE: Challenger’s take control throughout the process, not just at the end
The Challenger Sale, 2011, Mathew Dixon and Brent Adamson Slide9
Summary
What sets challengers apart from other reps is their ability to teach, tailor and take control of the conversation
Challengers teach by reframing assumptions and then quantifying the ability of their offerings to either make more money or save more money.
T
eaching must lead to your unique strengths
Effective challengers also tailor their pitches depending on the industry, company, role and individual that their speaking with. This is critical because decision drivers can vary widely by group
Finally, challengers take charge of the conversation by separating viable prospects from price shoppers, creating urgency and gaining commitment to explore a bigger picture view of their opportunities
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