In my years of selling I have learned that one size does not fill all. There are so many methodologies and techniques in selling. But if you want a catchy 3-part formula for your sales team, jump on the bandwagon and call your methodology Challenger Sales – it IS a solid name. I think we sometimes over complicate the business of selling. Again, am I being too callous here by thinking… “duh”?īottom line is that I think the Challenger Sale methodology is something that a lot of us have been leveraging without attaching the fancy name. TAKE CONTROL: The best reps are assertive in leading the prospect through the buying process. I just don’t think this is a huge revelation, but maybe I’m wrong. I mean if I am talking to the CFO (and I’ve been in sales for more than 10 minutes) I know that I should talk about things that are aligned with his/her business initiatives right? I know that I should be talking to him/her about things he/she gets hired to do well or fired for if they are not performing well in those areas. Dumb question that popped into my mind reading the book… Is there anyone in Sales who doesn’t already know this? TAILOR: The best reps tailor their message to their audience.
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A rep should also play this role by knowing his/her accounts so well that they can spot “internal insights” to discuss with the prospect. The “someone” researching for these insights should ideally be the marketing department which then develops these “insights” into messages reps can leverage in their sales interactions. You’re looking for a response that reinforces the fact that you taught them something they didn’t already know. The insights should be things that will get the prospect to respond… In order to teach prospects something that they don’t already know or challenge their current thinking, “someone” should be always researching for these types of insights. You basically want to “challenge” them to think differently about something. Something that is not on their radar because either they: (1) are too engrossed in their day-to-day workload or (2) don’t have internal teams following the industry or (3) are just too company-centric to see the bigger market picture. It can be something about the industry or their own business that they don’t see themselves. (And in an area for which their offering can ultimately bring value) TEACH: The best reps teach their prospects something they don’t know that could benefit their company.
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Otherwise here is my “Cliff Notes” version. If you like research and data and charts and graphs and lots of foot notes, read the whole book. I believe the book’s main points could have been delivered in a leaflet. Really good reps have always done this, but the authors have now attached a fancy name to it and built a brand new selling methodology around it.
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Matt Dixon is Executive Director of the Sales & Service Practice at CEB. 'A business detective story, in which cherished truths are systematically investigated-and frequently debunked' -Dan Heath, coauthor of Decisive, Switch, and Made to Stick The rewards are there for the taking, and the pathway to achieving them is now clearly marked. Here are tools and templates you can start applying right away to improve service, reduce costs, and ultimately generate the elusive loyalty that the 'dazzle factor' fails to deliver. The Effortless Experience lays out the four pillars of a low-effort customer experience, with robust data, insights and profiles. Forget bells and whistles and just solve your customer's problems. Yet CEB's careful research proves that is wildly overrated: loyalty has a lot more to do with how well companies deliver on their basic promises than on how dazzling the service experience might be. Now they've turned to a new vital business subject - customer loyalty - with a book that turns conventional wisdom on its head.Ĭompanies devote untold time and resources trying to dazzle customers. In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted longstanding myths about sales.
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A new breakthrough idea about how to win customer loyalty from Matthew Dixon, the bestselling author of The Challenger SaleĮveryone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights.