tip for expanding size of video screen 1. commercial teaching at w.w. grainger
TRANSCRIPT
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Tip for expanding size of video screen
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Commercial Teaching at W.W. Grainger
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W.W. Grainger, Inc.
• $7 billion distributor of maintenance, repair and operations (MRO) equipment
• Serves nearly 2 million companies across US and Canada
• Grainger helps them keep their facilities, plants and offices running safely, smoothly and efficiently
• Both field-based and headquarters-based sales reps establish long term customer purchasing agreements for routine items
• Stocks several hundred thousand different products from tools, pumps and electrical equipment to safety and janitorial supplies
• Delivers products through branch stores, its e-store and famous product catalog
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Grainger’s first hurdle in building a compelling teaching pitch
• What specific set of capabilities sets it apart from competitors?
• Grainger is the ONLY supplier that carries BOTH a wide range of products AND a national network of retail outlets enabling them to fully service customers with a diverse set of geographic locations
5The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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Grainger’s second hurdle in building a compelling teaching pitch
• What specific customer problems were resulting in lost sales or unnecessary costs?
• Grainger marketing team launched a comprehensive analysis
– Large number of leader-led customer interviews
– Multiple rounds of market research
– Robust analysis of customer spending patterns
– Cross functional brainstorming sessions
6The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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Grainger’s insight
• Most companies were spending far too much on unplanned purchases and this behavior had major cost implications
7The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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The Power of Planning for the Unplanned
The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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9The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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10The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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11The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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12The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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13The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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14The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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15The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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16The Challenger Sale, 2011, Mathew Dixon and Brent Adamson
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Summary
• The 1st step in developing a good commercial teaching pitch is defining the specific set of capabilities that sets you apart from competitors
• The 2nd step is to identify the specific customer problems that are resulting in significant lost sales or unnecessary costs?
• The 3rd step is to convince customers that reframing is necessary by connecting challenges that they acknowledge to bigger problems or opportunities than they ever realized
• The fourth step is to quantify these implications in a way that is credible and connects emotionally with customers
• The last major step is to demonstrate how your solution is better able than anyone else’s to help customers capitalize on these opportunities
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