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