The challenger sale
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The Challenger Sale. Business Club. Studies conducted by the Corporate Executive Board have shown that there are really only 5 main types of sales rep profiles : . Business Club. The Hard Worker ( 21% of sales reps ). Always willing to go the extra mile Doesn’t give up easily

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The Challenger Sale

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The challenger sale

The Challenger Sale


The challenger sale

Business Club

Studies conducted by the Corporate Executive Board have shown that there are really only 5 main types of sales rep profiles:


The challenger sale

Business Club

The Hard Worker

(21% of sales reps)

  • Always willing to go the extra mile

  • Doesn’t give up easily

  • Self motivated

  • Interested in feedback and development


The challenger sale

Business Club

The Challenger

(27% of sales reps)

  • Always has a different view of the world

  • Understands the customers business

  • Loves to debate

  • Pushes the customer


The challenger sale

Business Club

The Relationship Builder

(21% of sales reps)

  • Builds strong advocates in customer organization

  • Generous in giving time to help others

  • Gets along with everyone


The challenger sale

Business Club

The Lone Wolf

(18% of sales reps)

  • Follows own instincts

  • Self-assured

  • Difficult to control


The challenger sale

Business Club

The Reactive Problem Solver

(14% of sales reps)

  • Reliably responds to internal and external stakeholders

  • Ensures that all problems are solved

  • Detail-orientated


The challenger sale

Business Club

Which profile fits you best?

The Relationship Builder

The Reactive Problem Solver

The Challenger

The Lone Wolf

The Hard Worker


The challenger sale

Business Club

One Big Winner


The challenger sale

Business Club

Why The Challenger Out Performs Everyone Else

  • Offers the customer a unique perspective

  • Has strong two-way communication skills

  • Knows the individual customer’s value drivers

  • Can identify economic drivers of the customer’s business

  • Is comfortable discussing money

  • Can pressure the customer


The challenger sale

Business Club

The Challenger vs. The Relationship Builder

The Relationship Builder profile focuses on resolving tension in customer interactions to make situations more amicable and positive in encouraging collaboration.

  • Forms good relationships

  • Builds customer advocates

  • Builds cross-functional

  • relationships

  • Can work with anyone

  • Is genuine

  • Is accessible to the customer

  • Gives time to help others

  • Respects the customers time

Gets Along with Others

Likeable

Generous with time


The challenger sale

Business Club

The Challenger vs. The Relationship Builder

The Challenger profile focuses on building customer tension in customer interactions to push the customer out of his or her comfort zone.

  • Offers unique perspective

  • Uses two-way communication skills

  • Knows customer value drivers

  • Can ID economic drivers

  • Is comfortable discussing money

  • Can pressure the customer

Teaches

Tailors

Takes Control


The challenger sale

Business Club

Challenger Reps deliver insight that reframes the way customers think about their business and their needs

Challenger Reps seek to leverage constructive tension to their advantage across all dimensions of the sale

Constructive Tension

TEACH

For differentiation

TAKE

CONTROL

of the sale

TAILOR

For resonance

Challenger reps

openly pursue

goals in a direct but nonaggressive way to overcome increased risk aversion

Challenger Reps communicate sales messages in the context of the customer


The challenger sale

Business Club

Challengers don’t ask customers what they

need, they tell them what they need.

It is easy to sit down, listen to the customer, find out what they need, then present them exactly what they think they wanted.

A Challenger will question the truth behind what the customer wants to buy by teaching them something new they did not know about what they wanted and show them how to obtain that with their product or service.


The challenger sale

Business Club

Challengers don’t ask customers what they

need, they tell them what they need.

It is easy to sit down, listen to the customer, find out what they need, then present them exactly what they think they wanted.

A Challenger will question the truth behind what the customer wants to buy by teaching them something new they did not know about what they wanted and show them how to obtain that with their product or service.

This is called “Commercial Teaching”


The challenger sale

Business Club

  • Top 5 attributes of

  • the Challenger …

  • Offers customer unique and valuable perspective on the market

  • Helps customer navigate alternatives

  • Provides customer with ongoing advice and consultation

  • Helps customer avoid potential land mines

  • Educates customer on the new issues and outcomes


The challenger sale

Business Club

Positive

6. Your Solution

Map of services or solutions mapped back to the key teaching points; highlighted path to implementation

2. Reframe

First reframe of unrecognized problem, need, or assumption

5. Value Proposition – A New Way

A new framework for addressing the problem – implicitly tied to the value proposition

3. Rational Drowning

Gradual Intensification of the problem, both in degree and closeness to the customer

1. The Warmer

Building credibility by reading their mind, demonstrating empathy

Neutral

4. Emotional Impact

Psychological features of the problem, or presence in the individual’s workflow, harmonizing the problem

Negative


The challenger sale

Business Club

Taking control of the sale is synonymous with negotiation

Reps only take control regarding matters of money

Reps will become too aggressive if we tell them to “take control”

What should be the title of this list be???


The challenger sale

Business Club

Three Common Misconceptions About Taking Control of the Sale

Taking control of the sale is synonymous with negotiation

Reps only take control regarding matters of money

Reps will become too aggressive if we tell them to “take control”

What should be the title of this list be???


The challenger sale

Business Club

Taking control of the sale is synonymous with negotiation

Research shows that a challenger rep takes control across the entire sales process, not just at the end. The best time to take control is right from the beginning.


The challenger sale

Business Club

Taking control of the sale is synonymous with negotiation

Research shows that a challenger rep takes control across the entire sales process, not just at the end. The best time to take control is right from the beginning.

Remember, this is called Commercial Teaching


The challenger sale

Business Club

2. Reps only take control regarding matters of money

Push the customer in terms about how they think about their world and their challenges as well as how to solve those problems


The challenger sale

Business Club

2. Reps only take control regarding matters of money

Push the customer in terms about how they think about their world and their challenges as well as how to solve those problems

This is also part of Commercial Teaching


The challenger sale

Business Club

3. Reps will become too aggressive if we tell them to “take control”

Aggressiveness uses antagonistic language.

Assertiveness uses strong language, but not so strong as to come off offensive.


The challenger sale

Business Club

Discussion Questions:

What is something that all sales people can learn from the Challenger Sales Rep. profile?

If you are in sales, how can commercial teaching be applied in your industry?

How important is sales training for a sales person?

What are some counter-intuitive things that are done in sales that you have learn via your training?

What is the best sales tip that you have learned from your company?

What is the best sales tip that you have learned outside of your company?

Describe the most difficult sale you have made (if you are not in sales, then describe the most difficult thing you have done to change someone’s mind to your idea)?

What are some other great tips for those who are in sales, and if you are not in sales, how can you apply what someone may learn in sales training to their personal lives or careers?


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