The Challenger SaleDriving Growth by Taking Control of the Customer Conversation

© 2014 The Corporate Executive Board Company. All Rights Reserved.

IT ALL MADE SENSE

Core Beliefs

Customer Centricity

Customer Relationships

Customer Understanding

Customer Value

© 2014 The Corporate Executive Board Company. All Rights Reserved.

A DIFFERENT KIND OF BUYING

57%

Customer Due Diligence

Begins

Customer Purchase Decision

Customer Contacts Supplier

© 2014 The Corporate Executive Board Company. All Rights Reserved.

KEY DRIVERS OF CUSTOMER LOYALTY

Company and Brand Impact

Product and Service De-

livery

Value-to-Price Ratio

Purchase Experience

Co

ntr

ibu

tio

n t

o C

us

tom

er

Lo

ya

lty

Drivers of Customer Loyalty

•Rep offers unique, valuable perspectives on the market

•Rep helps me navigate alternatives

•Rep helps me avoid potential land mines

•Rep educates me on new issues and outcomes

•Supplier is easy to buy from

•Supplier has widespread support across organization

53%

9%

19%

19%

© 2014 The Corporate Executive Board Company. All Rights Reserved.

POTENTIAL DRIVERS OF 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

© 2014 The Corporate Executive Board Company. All Rights Reserved.

THE FIVE PROFILES OF SALES REPS

• 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

Hard Worker Challenger Relationship Builder

• Reliably responds• Ensures that all problems are solved

• Detail oriented

• Follows own instincts

• Self-assured• Independent

Lone Wolf Problem Solver

© 2014 The Corporate Executive Board Company. All Rights Reserved.

CHALLENGER REPS MOST 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%

Pe

rce

nta

ge

of

Po

pu

lati

on

Percentage of Core Performers

Percentage of High Performers

© 2014 The Corporate Executive Board Company. All Rights Reserved.

THE CHALLENGER FINGERPRINT

Challenger Rep Behaviors

Build Constructive Tension

Tailor

TakeControl

Teach•Offers unique perspective•Two-way communication skills

•Knows customer value drivers•Can ID economic drivers

• Is comfortable discussing money•Can pressure the customer

© 2014 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

Pe

rce

nta

ge

of

Hig

h P

erf

orm

ers

© 2014 The Corporate Executive Board Company. All Rights Reserved.

NOT JUST ANY TEACHING

Lead to Your Unique Strengths

Challenge Customers’

Assumptions

Catalyze Action

Scale Across Customers

© 2014 The Corporate Executive Board Company. All Rights Reserved.

DON’T LEAD WITH, LEAD TO L

ev

el

of

Cu

sto

me

r E

xc

ite

me

nt

Positive

Neutral

Negative

Reframe

Rational Drowning

Warmer

Emotional Impact

A New Way

Our Solution

© 2014 The Corporate Executive Board Company. All Rights Reserved.

5 QUESTIONS TO KEEP YOU UP AT NIGHT

© 2014 The Corporate Executive Board Company. All Rights Reserved.

1.Do you know where your customers learn?

2.Are you present where your customers learn?

3.Are you teaching customers or unteaching them?

4.Does your insight lead exclusively to you?

5.Are you building Challenger reps—or a Challenger organization?

PORTRAIT OF THE NEW HIGH PERFORMER

Teach for Differentiation

Take Control

Tailor for Resonance

The Challenger Rep© 2014 The Corporate Executive Board Company. All Rights Reserved.

Read:www.thechallengersale.com

Connect:The Challenger Sale LinkedIn Group

Follow and Join the Discussion:@CEB_Challenger

LEARN MORE

© 2014 The Corporate Executive Board Company. All Rights Reserved.