the challenge with challenger selling
TRANSCRIPT
The challenge with Challenger Selling
Who do you challenge?
Who do you challenge?
The Minions??
Or the Big Cheeses
(Aka the C suite)
Everyone wants to talk to the CEO
But who does the CEO want to talk to?
• The Executive team • The Board • Customers • Business unit managers • Other CEOs • The media • Existing suppliers • Employees • Family • Friends • The dog • Anyone else
• Salespeople (maybe, if they can help)
How do you get their attention?
And get past the Gatekeeper?
The right message
Stand out from the crowd
The right media
The right media
Six steps to sales heaven
Step 1 – Identify target companies
Six steps to sales heaven
1 – Identify target companies
2 – Identify target executives
Six steps to sales heaven
1 – Identify target companies
2 – Identify target executives
3 – Personalise message
Six steps to sales heaven
1 – Identify target companies
2 – Identify target executives
3 – Personalise message
Six steps to sales heaven
4 – Map relationships
1 – Identify target companies
2 – Identify target executives
3 – Personalise message
Six steps to sales heaven
4 – Map relationships
5 – Multiple channels
1 – Identify target companies
2 – Identify target executives
3 – Personalise message
Six steps to sales heaven
4 – Map relationships
5 – Use multiple channels
6 – Single message
3 – Personalise message
What do they really care about that you can help them with?
Six steps to sales heaven
Six steps to sales heaven
4 – Map relationships
Who in your company knows the right people?
or
Who can introduce you?
Six steps to sales heaven
5 – Multiple channels
Use what you have
• Relationships • LinkedIn • Email • Voicemail • Phone • Gatekeeper • Twitter • All of the above
Six steps to sales heaven
6 – Single message
• Keep it simple – you want a meeting, nothing more • Make it about them • DO NOT SELL • Use curiosity • Customise, customise, customise
Six steps to sales heaven
6 – Single message
Hello, I’d like to talk to you about how we can help you <insert something they really care about> (that you can really help them with, of course). What’s the best way to organise that?
Repeat via multiple channels to multiple people, multiple times until you get either; • A meeting • A refusal
Six steps to sales heaven
6 – Single message
Hello, I’d like to talk to you about how we can help you <insert something they really care about>. (that you can really help them with, of course) What’s the best way to organise that?
Repeat via multiple channels to multiple people multiple times until you get either; • A meeting • A refusal
No response does not mean “no”
And they’re off!!
And now you’re ready to Challenge them (or to listen then sell)
That’s what you do to get in front of a C level executive. For details of how to do it click here or visit http://bit.ly/1QiMXR4 © Steve Hall 2016