the challenger customer
TRANSCRIPT
Sales Summit 2015
1 Day.
13 sessions. 14 Sales Thought Leaders.
www.salesforce.com/
sales-summit/
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#SalesSummit #DF15
The Challenger Customer #SalesSummit #DF15
Brent Adamson Principal Executive Advisor, Sales & Marketing CEB @CEB_Challenger, #ChallengerCustomer
https://www.salesforce.com/sales-summit/
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
That Was Then...
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#SalesSummit #DF15 #ChallengerCustomer
• 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 Worker Challenger Relationship Builder
Lone Wolf Problem Solver
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Traversing the Solutions Graveyard
Customer Status Quo
Agreement on a Vision
Purchase Decision
Single Stakeholder Agreement
Organizational Consensus
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Bigger Groups, Fewer Purchases
n = 3,000.
0%
50%
100%
81%
55% 53%
31%
1 2 3 4 5 6+ Size of Buying Team
60% Purchase
Likelihood
60%
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Bigger Groups, Fewer Purchases
n = 3,000.
0%
50%
100%
81%
55% 53%
31%
1 2 3 4 5 6+ Size of Buying Team
60% Purchase
Likelihood
60%
5.4 Average Buying
Group Size
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Track Them all down, and Win Them all over
Stakeholder 1: CIO
Rep Angle: Minimal work-flow disruption
Positioning: Seamless integration with legacy systems
Stakeholder “Closed”
Stakeholder 2: Financial Analyst
Rep Angle: Cost savings
Positioning: Write-off of existing platform
Stakeholder “Closed”
Stakeholder 3: Marketer
Rep Angle: Deeper customer segmentation
Positioning: Develop effective segmentation targeting strategies
Stakeholder “Closed”
1. Accessing Individuals 2.
Clo
sing
Indi
vidu
als
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Surprising Results
0%
8%
(8%)
4%
(4%)
Cha
nge
in L
ikel
ihoo
d of
Mak
ing
a H
igh-
Qua
lity
Sale
Access to Stakeholders
Evaluating Purchase
Positioning Offering on Value to an Individual
Stakeholder
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
The Real Enemy
1.5
Stakeholder Diversity Index
Stak
ehol
der
Dys
func
tion
Inde
x
2.0
2.5
2.5 4.0 5.5
Stakeholders don’t have a fair say
Stakeholders avoid discussing key issues
Stakeholders have multiple disagreements
Kinds of dysfunction:
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#SalesSummit #DF15 #ChallengerCustomer
The Lowest Common Denominator
Stakeholder 1 Mental Model
Goal Priorities Metrics Means
Stakeholder 2 Mental Model
Goal Priorities Metrics Means
Stakeholder 3 Mental Model
Goal Priorities Metrics Means
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Seven Types of Customer Stakeholders
The Teacher The Blocker The Climber The Guide
The Go-Getter The Friend The Skeptic
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
What Now?
1. Identify Mobilizers versus “Champions”
2. Engage Mobilizers with Commercial Insight, not Thought Leadership
3. Equip Mobilizers to Coach Customers toward Collective Change
4. Track Mobilizer Progress through a Customer-Verified Pipeline
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
What Now?
1. Identify Mobilizers versus “Champions”
2. Engage Mobilizers with Commercial Insight, not Thought Leadership
3. Equip Mobilizers to Coach Customers toward Collective Change
4. Track Mobilizer Progress through a Customer-Verified Pipeline
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Break down the “A,” then Build up the “B”
Current Beliefs/Behavior
Desired Beliefs/Behavior
A B
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
What Now?
1. Identify Mobilizers versus “Champions”
2. Engage Mobilizers with Commercial Insight, not Thought Leadership
3. Equip Mobilizers to Coach Customers toward Collective Change
4. Track Mobilizer Progress through a Customer-Verified Pipeline
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
What Now?
1. Identify Mobilizers versus “Champions”
2. Engage Mobilizers with Commercial Insight, not Thought Leadership
3. Equip Mobilizers to Coach Customers toward Collective Change
4. Track Mobilizer Progress through a Customer-Verified Pipeline
© 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
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