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The 25 most important tenets of the Challenger Sale approach
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Transcript of The 25 most important tenets of the Challenger Sale approach
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Applying the Challenger Sale
ApproachMatt Heinz
President, Heinz Marketing [email protected]
@heinzmarketing
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Three objectives today• How to tell better, customer-centric stories that
drive volume, velocity and conversion among your prospects
• Apply teach, tailor and take control to the Smart Tuition sales (and marketing) process
• Begin getting comfortable with how to operationalize the Challenger approach in your daily activity
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Based in CEB research
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The 25 Most Important Tenets of
the Challenger Approach
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1. How you sell is more important than what you sell
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2. You win by generating demand in a reluctant, risk-adverse customer
environment
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3. Challengers push their customer’s thinking & help
them compete more effectively
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4. Challengers teach, tailor & take control
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5. Solution selling is, by definition, a disruptive sale
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6. Reps who win tailor their message to a wide range of customer stakeholders
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7. You’re not as different from your competitors as
you think
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8. Build a network of advocacy
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9. The value of your insights trumps the quality of your
product
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10. Don’t discover what they know, teach them a
new way of thinking altogether
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11. Rapport and reframe are not the same thing
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12. Logic alone is rarely enough to challenge the
status quo
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13. Lead with a hypotheses of the customer’s needs
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14. Paint a picture of the negative future based on
their current path
Source: Jeff Thull
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15. Marketing is your “insight generation machine”
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16. Does the decision maker have the strong backing of her team?
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17. It is often faster to sell through stakeholders than
to go directly to the decision maker
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18. Know individual stakeholder value drivers & the economic drivers of
their business
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19. If it’s not urgent, it’s not worth solving
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20. Translate & enable customer centricity to sales (at a tangible, operational level)
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21. Invest in planning time
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22. Sales leadership requires an innovation
mindset
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23. “If we had religiously followed our sales process,
our three biggest deals would have never gotten
done.”
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24. Design your team (and your time) for
effectiveness, not efficiency
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25. Be memorable, not agreeable
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Questions?
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Thank You!Matt HeinzPresident, Heinz Marketing@[email protected]