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Inside the Customer’s Purchase Decision
Collaborative Sales and Marketing Strategies to Steer Today’s Buying Behavior
© 2011 The Corporate Executive Board Company. All Rights Reserved.
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Reluctant Customers
Customer’s time horizon
extended
Contact turnover stabilized
Customers open to new
ideas
The Good
321
Customer spending still
down
Price pressure still significant
The Bad
4 5
Customers using
consultants to drive purchase
Customers demanding increased
customization
Customers pushing risk
onto suppliers
Consensus requirements
expanding
The Ugly
6 7 8 9
Key Drivers of Customer LoyaltyPe
rcen
tage
of C
ontr
ibuti
on to
Cus
tom
er L
oyal
ty
Company and Brand
Impact
Product and Service De-
livery
Value-to-Price Ratio
Sales Ex-perience
53%
9%
19%
19%
Representative Sales Drivers of Customer Loyalty
• Offers unique, valuable perspectives on the market
• Helps me navigate alternatives
• Helps me avoid potential land mines
• Educates me on new issues and outcomes
• Supplier is easy to buy from
• Supplier has widespread support across my company
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Potential Drivers of Rep High Performance
Sample Attributes Tested
Attitudes• Desire to Seek
Issue Resolution• Willingness to
Risk Disapproval• Accessibility• Goal Motivation• Outcome Focus• Attachment to
the Company• Curiosity• Discretionary
Effort
Skills/Behaviors• Business Acumen• Customer Needs
Assessment• Communication• Use of Internal
Resources• Negotiation• Relationship
Management• Solutions Selling• Teamwork
Activities• Sales Process
Adherence• Evaluation of
Opportunities• Preparation• Lead Generation• Administration
Knowledge• Industry
Knowledge• Product
Knowledge
© 2011 The Corporate Executive Board Company. All Rights Reserved.
• Always willing to go 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 customers
• Reliably responds to internal and external stakeholders
• Ensures that all problems are solved
• Detail oriented
• Follows own instincts
• Self-assured• Independent
• Builds strong advocates in customer organization
• Generous in giving time to help others
• Gets along with everyone
Hard Worker Challenger Relationship Builder
Lone Wolf Problem Solver
Sales Rep Profiles – Pattern Recognition
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Challenger Reps Mostly Likely to Win
The Hard Worker
The Problem Solver
The Rela-tionship Builder
22%
14%
26%
17%
12%
7%
The Challenger The Lone Wolf
23%
15%
39%
25%
Perc
enta
ge o
f Pop
ulati
on
Percentage of Core Performers
Percentage of High Performers
© 2011 The Corporate Executive Board Company. All Rights Reserved.
The Challenger Fingerprint
Challenger Rep Behaviors
•Offers unique perspective•Two-way communication skills
•Knows customer value drivers•Can ID economic drivers
• Is comfortable discussing money•Can pressure the customer
Build Constructive Tension
Tailor
TakeControl
Teach
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Challengers Excel in Complex Sales
Low Complexity Sale High Complexity Sale
20%
54%25%
25%
26%
10%18%
7%11%4%
Relationship Builder
Problem Solver
Hard Worker
Lone Wolf
Challenger
Perc
enta
ge o
f Tot
al H
igh
Perf
orm
ers
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Commercial Teaching Attributes
Lead to Your Unique Strengths
Challenge Customers’ Assumptions
Catalyze Action Scale Across Customers
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Anatomy of a Commercial Teaching PitchLe
vel o
f Cus
tom
er E
xcite
men
t
1.Warmer
3.Rational
Drowning
5.A New
Way
6.Our
Solution2.
Reframe
4.Emotional
Impact
Positive
Neutral
Negative
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Portrait of the New High Performer
Teach for Differentiation
Take Control
Tailor for Resonance
The New High Performer© 2011 The Corporate Executive Board Company. All Rights Reserved.