Winning the Consensus-Based SaleScott CollinsDirector | Advisory Services

Changing Customer Buying Behavior

The CHALLENGER SALE

1. In a world in which customers can learn on their own,

what they are looking for is the thing they couldn’t

learn on their own (i.e., the idea they missed).

2. Best salespeople bring new ideas to the table, effectively

challenging customer thinking

3. Best companies equip their salespeople with insight-based

messages that lead to, not with, what makes them unique

Three Lessons Learned

Moving Beyond a Vision

PurchaseDecision

Customer Status Quo

Agreement on a Vision

Single Stakeholder Agreement

Organizational Consensus

Agreement on a Vision

Bigger Groups, Fewer Purchases

0%

50%

100%

n = 3,000Source: CEB/Motista 2013 B2B Brand Survey; CEB analysis

5. 4Average Buying

Group Size

81%

55%

53%

31%

1 2 3 4 5 6+Size of Buying Team

60%Purchase Likelihood

60%

Conventional Wisdom: Engage the Coach

1. Readily accessible and willing to talk

2. Provides information unavailable to suppliers

3. Pro-supplier’s solution or products

4. Good at influencing others

5. Speaks the truth

6. Credible among colleagues

7. Conveys ideas in savvy ways

8. Delivers on commitments

9. Will personally gain from sale

10. Networks reps with other stakeholders

Advocate/Coach

Seven Types of Customer Stakeholders

The SkepticThe Go-Getter The Friend

The Teacher The Guide The Climber The Blocker

Star and Core Performers Choose Differently

High Performer Focus Zone Core Performer Focus Zone

Go-Getter Teacher Skeptic Friend Guide Climber

Mobilizers Get the Deal Done

Don’t Let the Title Fool You

How to Find Mobilizers

How to Engage Mobilizers

Customer Coaches the Rep Rep Coaches the Customer

Core Rep Engagement Strategy Star Rep Engagement Strategy

1. Understand stakeholders’ goals

2. Determine criteria for purchase

3. Understand stakeholders’ relation to each other

1. Arm the customer to teach

2. Help buyers build consensus

3. Help customers understand purchase process

Pick Winners, then Pursue

Core Performers

Star Performers

The “Wedge”

The “Nail”

Learn More

@CEB_Challenger

Group:The Challenger Sale From CEB

www.thechallengersale.com

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