the challenger sale: commercial teaching and your sales presentation

26
The Challenger Sale: Commercial Teaching and Your Sales Presentation By Charlie Tranen

Upload: propoint

Post on 12-Jan-2017

1.152 views

Category:

Sales


2 download

TRANSCRIPT

Page 1: The Challenger Sale: Commercial Teaching and Your Sales Presentation

The Challenger Sale:Commercial Teaching and Your Sales PresentationBy Charlie Tranen

Page 2: The Challenger Sale: Commercial Teaching and Your Sales Presentation

2

The Challenger Sale, from the Corporate Executive Board discovered that successful salespeople challenge their customers by not simply responding to their needs but actually redefining them

The Challenger Sale : Stop Selling, Start Teaching

Provides insight

Helps a customer avoid pitfalls

Offers products and services that the client doesn’t even know exist

This technique is called “Commercial Teaching,” and any teacher will tell you, it’s all about your presentation

A good challenger

Page 3: The Challenger Sale: Commercial Teaching and Your Sales Presentation

3

Applying the lessons of The Challenger Sale and Commercial Teaching to your presentation can:

At Propoint, We Believe Well-constructed and Well-designed Presentations Achieve Better Results

Add additional levels of insight and persuasiveness

Be another step toward more memorable presentations

Page 4: The Challenger Sale: Commercial Teaching and Your Sales Presentation

4

1. The Warmer Establish relevance2. The Reframe Suggest a new point of view3. Rational Drowning Support your point of view with data4. Emotional Impact Reveal the implications5. The New Way Pitch a solution

The Commercial Teaching Strategy Involves Five Specific Steps

Page 5: The Challenger Sale: Commercial Teaching and Your Sales Presentation

PPG Series: Commercial Teaching and Your Sales PresentationStep 1 — The Warmer

Page 6: The Challenger Sale: Commercial Teaching and Your Sales Presentation

6

“I Understand What You’re Going Through.”

You probably don’t spend all day reviewing corporate presentations like we do, but you’ve probably noticed that most presenters love to start by talking about who they are and what they do

Unfortunately, only talking about yourself doesn’t work any better at the beginning of a client meeting than it does on a first date

If you show your audience you understand them, they will start to pay attention

Page 7: The Challenger Sale: Commercial Teaching and Your Sales Presentation

7

(No Promises That Any of This Will Help You on First Dates)Here Are Some Pointers on How You May Want to Kick Things Off

Establish Relevance

Make Conversation

Demonstrate Expertise

Start with what they care about. Show you understand by defining some problems they might have

A presentation is not a lecture. Allow the audience to define their problems

The warmer slide shows you understand their position

Stay Focused

Create Curiosity

Use Interactivity

Make it clear you not only understand their problems, but the insight you provide will directly be related

Build suspense. Talk about what they care about, so they will want to hear more

Get the audience talking about their concerns, and you’ll be able to direct the presentation toward insight relevant to them

Page 8: The Challenger Sale: Commercial Teaching and Your Sales Presentation

8

The Commercial Teaching approach

might not be as comfortable for you right now as going in and leading with your company’s highlight

reel

Beginning with The Warmer will

demonstrate your understanding of your audience

and get them on your side  

There’ll be plenty of time later to show

just how you’ll solve their problems and

then close the deal and improve

their business

Page 9: The Challenger Sale: Commercial Teaching and Your Sales Presentation

PPG Series: Commercial Teaching and Your Sales PresentationStep 2 — The Reframe

Page 10: The Challenger Sale: Commercial Teaching and Your Sales Presentation

10

“The Problem Behind Your Problem.”Tell Me Something I Don’t Know

The Reframe is where you break it to your audience that their problems will not be solved with the solutions they’ve requested

Don’t get stuck in the old model of selling solutions and not really challenging them. That’s a world where your client’s commitment is only as solid as the price you offer and the relationship you’ve built

Now that your audience is all warmed up, don’t just respond to their needs, redefine them

Page 11: The Challenger Sale: Commercial Teaching and Your Sales Presentation

11

Here Are Some Tips to Build a Successful Reframe:

Stay Relevant

Be Surprising

Show Excitement

Relate to the concerns they found most relevant during the warmer

Truly valuable insight may make their heads spin

Create excitement of learned insight with some dramatic graphics

Keep It Sparse

Deliver with Poise

Provide the new perspective with high level design work

Due to the shock factor, practice presenting your Reframe

Page 12: The Challenger Sale: Commercial Teaching and Your Sales Presentation

PPG Series: Commercial Teaching and Your Sales PresentationStep 3 — Rational Drowning

Page 13: The Challenger Sale: Commercial Teaching and Your Sales Presentation

13

Not Just Shocking, Also TrueEstablish Validity

That’s why you need to hold off on the self-promotion a little longer and make sure they are completely sold on the problem before giving them your solution

It’s very easy to get this far and want to immediately start promoting your Product

Just because you laid it out brilliantly, doesn’t mean they’re ready to put money on it yet

The Rational Drowning stage is all about backing up your Reframe with solid data

Page 14: The Challenger Sale: Commercial Teaching and Your Sales Presentation

14

Make clear connectionsGuide them

further along the same path by

playing off of the visuals from the

Warmer and the Reframe

Visualize data

Rational drowning is about hard data, use visual metaphors to

represent the information in a memorable way

Some Things to Keep in Mind When Creating Your Rational Drowning Content

Check for understanding

Your audience needs to understand you well

enough to explain your point to others

when you’re not around

Keep it rational

Build trust by engaging the left sides of their brains

Page 15: The Challenger Sale: Commercial Teaching and Your Sales Presentation

15

Present information in a visual and engaging format and your expertise will matter far more during the buying process. Customers choose vendors that help improve their strategy and results

The Rational Drowning Step Has Two Purposes

Providing data Providing a clear display of expertise

Let the relationship be the result of selling a better strategy, not the entire basis of the sale

Page 16: The Challenger Sale: Commercial Teaching and Your Sales Presentation

PPG Series: Commercial Teaching and Your Sales PresentationStep 4 — Emotional Impact

Page 17: The Challenger Sale: Commercial Teaching and Your Sales Presentation

17

Objects in Mirror Appear Different NowBring the Problem to Life

During a successful Emotional Impact step, your audience will feel personally connected to your presentation. They will conclude it’s no longer an option to continue to do things the same way as before

17

Page 18: The Challenger Sale: Commercial Teaching and Your Sales Presentation

18

Things to Keep in Mind When Building Your Emotional Drowning Slides:

18

Tell a Story

Use Infographics

It’s the best way to impart a lesson

Customers remember images so use them to create visual connections and support the story

Relate to Pain

Do Your Homework

The emotional impact comes when you connect your story to the pain they feel every day

Research to anticipate the customer’s challenges and standardize your presentation for relevancy

Page 19: The Challenger Sale: Commercial Teaching and Your Sales Presentation

19

For them, this is the darkest point of the presentation. The solution they thought they wanted no longer applies, and they are ready for new ideas

…Now They Agree that Continuing To Do Things the Same Way Just Won’t Work AnymoreYou’ve Changed the Way Your Audience Thinks…

They don’t see any alternatives yet, but this is where you’ve been building the whole time

Page 20: The Challenger Sale: Commercial Teaching and Your Sales Presentation

PPG Series: Commercial Teaching and Your Sales PresentationStep 5 — A New Way

Page 21: The Challenger Sale: Commercial Teaching and Your Sales Presentation

21

What They’ve All Been Waiting or

At this point, you may be tempted to…

Once you present a New Way at this step, you feel an immediate release of tension. The audience is relieved to see there’s a light at the end of the tunnel

…start promoting

your product right away

Force yourself to

hold off just a little bit

longer

Pitch thenew

approach, not your product

Page 22: The Challenger Sale: Commercial Teaching and Your Sales Presentation

22 22

Don’t get promotional (yet)Relate the visuals

to the solution, not to your product

Alternate ending

You just created a story with an

unhappy ending, now give it a happy ending

It’s still about them

Make sure this new story is still

about them. The reaction you want is,

“That’s how we should be doing

it!”

Repurpose infographicsThink about how you can change the infographics accordingly

Take your time

Get your clients on the same page,

wait until they get it before moving on

Things to keep in mind when presenting your New Way

Page 23: The Challenger Sale: Commercial Teaching and Your Sales Presentation

23

Your goal is to educate the audience with

valuable insight they find useful

You are helping them do their jobs

better, and this makes you much more valuable to your customers

After presenting a New Way, you are now ready to offer

up that you happen to have a product

that is a perfect for this new solution

Page 24: The Challenger Sale: Commercial Teaching and Your Sales Presentation

PPG Series: Commercial Teaching and Your Sales PresentationStep 6 — Your Solution

Page 25: The Challenger Sale: Commercial Teaching and Your Sales Presentation

25

Commercial Teaching

We have the tools you need to solve your problem.”Now that you educated your audience about their problems and offered better solutions, you’ve set it all up, your product will be the perfect fit

A tech company might need a software demo

A financial firm might need a strategy diagram

A logistics company might need an interactive map

These should be designed well and use the technology that’s the best fit

Your approach to providing a

solution depends on what type

of product you offer

Make sure your salespeople have the right tools and know how to use them

Page 26: The Challenger Sale: Commercial Teaching and Your Sales Presentation

Propoint Graphics has over a decade of experience helping more than 1,000 clients across a wide range of industries

Logo?

Picture?

The ideal combination of great design, technical know-how and presentation expertise

Learn what the award-winning designers at Propoint can create for your company Click here Or call 800.906.4646