On this week’s SBI Insider Podcast we discuss the book “The Challenger Customer.” The dynamic of consensus purchasing is creating downward pressure on win rates, average deal size and sales cycles.
“The Challenger Customer” by Brent Adamson, Matthew Dixon, Pat Spenner and Nick Toman was one of the most popular sales books last year. This book is the sequel to the popular book “The Challenger Sale.” We review the book to determine how this impacts your sales strategy to drive revenue growth.
Joining me in this discussion is my colleague Drew Kiran. Together we discuss the Challenger Customer and how training alone isn’t the answer. Listen as we discuss the merits of the book and how to form your sales strategy to win with buying decision teams.
To review your sales strategy, download our 10th annual workbook, How to Make Your Number in 2017. Turn to page 260 of the PDF and review the signs to look out for that might indicate it is time to take a fresh look at your sales strategy.
Historically sellers go to one buyer at a time in a buying decision team to seek a ‘yes’ from each. The seller works to get a series of yeses from the buying decision team. Often the seller focuses on buyers who are most receptive. The problem is that every buyer has a different lens for how they view and want to solve a problem. There are only a few buyers with the credibility and will to challenge their peers to go beyond the status quo.
We examine the impact the book can have on sales. Specifically, we will discuss how this book applies to competitive differentiation. Too often sales teams end up competing on price. To overcome this issue, we’ll explain why you must understand the difference between strategy and tactics. And why you must look at your overall sales strategy when solving your sales problems.
Next, we will review how to apply “The Challenger Customer” to your organization. We’ll discuss the changes in buyer dynamics, and the concept of the buying decision team. We’ll walk through the importance of strategic alignment, both internally and with the external marketplace, and how to ensure your strategy aligns with these new buyers.
We’ll wrap up the show by discussing how this successful book can help you adjust your sales strategy to make your number. Listen as we review the book and explain how to build your sales strategy.
We also provide our audience with an additional resource, our annual workbook, How to Make Your Number in 2017. You can download your copy here. Best-in-class growth executives blend strategy and execution masterfully. This workbook will walk you through how to do the same to grow revenues faster than your competition and industry.