Hypothesis Based Selling

The Challenger Sale

Hypothesis Based Selling

Alexander GallagherSales Director

Linkedin

01/02/2014 – Internal use

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The Challenger Sale

This presentation is based on the work of CEB and the book The Challenger Sale (Dickson and Adamson)

● The Challenger Sale

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Challenger Sale

CEB launched a series of studies that targeted thousands of customers and sales professionals around the world, spanning every major industry, geography, and go-to-market model. The studies have three critical findings:

● Customers have fundamentally changed the way they buy, which has forced an evolution in how companies sell.

● The sales experience drives 53% of customer loyalty.

● As discussed in The Challenger Sale, the sellers who perform best in a complex sales environment have a certain set of behaviors and skills. These high performers are known as Challengers

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Benefits

Customer focused Value Proposition(s)

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Take Note

● Complex and Difficult Strategy● Change and Investment● Developing not Replacing● Business wide capability● Tactical execution by Sales

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Overview – Who are they?

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Challenger Profile

● Industry Insight● Expert

Communicator● Navigate Value● Money● Pressure

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Challenger Sales Strategy

Hypothesis based selling challenging the status quo.

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What do Challengers do well?

Take Control

TailorTeach

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Challenger

Respect placed far and above being liked.

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Controlling Tension

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Enabling tension management

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Insights

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Improving the Sales Experience

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Improving the Sales Experience

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Insights – Lead to our unique strengths

“Why should customers buy from us over anyone else?”

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Challenge – Re-frame for a Paradigm Shift

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Insights – Catalyze Reaction

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Insights – Who?

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Insights – Scale?

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Drive and Implement

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Developing the Challenger Organisation - Strategy

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Developing the Challenger Organisaton – Tactical

DeliverWhatWhy

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Sales and Marketing

Sales and Marketing must come together under a single leader to execute

● Provoking Insights

– Domain Experience

– Unique value

● Enable & Elevate

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Value Proposition

● Insights● Which execs?● How to tailor?● Tested

Hypothesis?● Relevant

Evidence?● Consensus?● Unique?

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Warnings

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Q&A