Download - The Challenger Sale Introduction
The Challenger Sale
Driving Growth by Taking Control of the Customer Conversation
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?
A different kind of buying has emerged.
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
$
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%
The Five Profiles of Sales Professionals
Hard Worker Challenger Relationship Builder
Problem Solver Lone 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.
Challenger™ reps are most likely to win.
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.
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
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.
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
@CEB_Challenger
www.youtube.com/CEB
CEB Challenger™
cebglobal.com
CEB166158PR