Inside Sales Virtual Summit - Access all of the live sessions here: http://www.insidesales.com/summit/register-2 Matt Dixon - Author of the Challenger Sales & Executive Director, Sales & Service Practice at CEB LinkedIn Profile: www.linkedin.com/pub/matt-dixon/1/17a/8b2 The Challenger Sale Twitter: https://twitter.com/CEB_Challenger Matt Dixon's Twitter: https://twitter.com/matthewxdixon Purchase The Challenger Sale here: http://www.amazon.com/dp/1591844355/?tag=googhydr-20&hvadid=12861934284&hvpos=1t2&hvexid=&hvnetw=g&hvrand=13918257381288675219&hvpone=19.26&hvptwo=&hvqmt=b&hvdev=c&ref=pd_sl_4ltsmqgotn_b Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php

1. The Challenger Sale
Driving Growth by Taking Control of the
Customer Conversation

2. A DIFFERENT KIND OF BUYING
57%
Customer
Due Diligence
Begins
Customer
Purchase
Decision
Customer
Contacts
Supplier
© 2012 CEB. All rights reserved.

3. © 2011 The Corporate Executive Board Company. All Rights Reserved.
KEY DRIVERS OF CUSTOMER LOYALTY
Company and
Brand Impact
Product and
Service Delivery
Value-to-Price
Ratio
Sales
Experience
ContributiontoCustomerLoyalty
Drivers of Customer
Loyalty
•Rep offers unique,
valuable perspectives on
the market
•Rep helps me navigate
alternatives
•Rep helps me avoid
potential land mines
•Rep educates me on
new issues and
outcomes
•Supplier is easy to buy
from
•Supplier has widespread
support across
organization
53%
9%
19%
19%

4. © 2011 The Corporate Executive Board Company. All Rights Reserved.
THE FIVE PROFILES OF SALES REPS
• Always goes the
extra mile
• Doesn’t give up
easily
• Self-motivated
• Interested in
feedback and
development
• Always has a
different view of
the world
• Understands the
customer’s
business
• Loves to debate
• Pushes the
customer
• Builds strong
customer
advocates
• Generous in giving
time to help others
• Gets along with
everyone
Hard Worker Challenger Relationship Builder
• Reliably responds
• Ensures that all
problems are
solved
• Detail oriented
• Follows own
instincts
• Self-assured
• Independent
Lone Wolf Problem Solver

5. © 2011 The Corporate Executive Board Company. All Rights Reserved.
CHALLENGER REPS MOST LIKELY TO WIN
22%
14%
26%
17%
12%
7%
The Hard Worker The Problem
Solver
The Relationship
Builder
23%
15%
39%
25%
The Challenger The Lone Wolf
PercentageofPopulation
Percentage of Core Performers
Percentage of High Performers

6. 6© 2010 The Corporate Executive Board Company. All Rights Reserved.
THE CHALLENGER FINGERPRINT
Challenger
• Offers unique perspective
• Two-way communication skills
• Knows customer value drivers
• Can ID economic drivers
• Comfortable discussing money
• Can pressure the customer
Relationship Builder
• Forms good relationships
• Builds customer advocates
• Builds cross-functional
relationships
• Can work with anyone
• Is genuine
• Accessible to the customer
• Gives time to help others
• Respects the customer’s time
Build Constructive Tension Reduce Customer Tension
Tailors
Asserts
Control
Teaches Gets along
with Others
Likeable
Generous
with Time

7. © 2011 The Corporate Executive Board Company. All Rights Reserved.
CHALLENGERS EXCEL IN COMPLEX SALES
20%
54%
25%
25%
26%
10%
18%
7%11%
4%
Low Complexity Sale High Complexity Sale
Relationship Builder
Problem Solver
Hard Worker
Lone Wolf
Challenger
PercentageofHighPerformers

8. © 2011 The Corporate Executive Board Company. All Rights Reserved.
NOT JUST ANY TEACHING
Lead to Your
Unique Strengths
Challenge
Customers’
Assumptions
Catalyze
Action
Scale Across
Customers

9. © 2011 The Corporate Executive Board Company. All Rights Reserved.
DON’T LEAD WITH, LEAD TO
LevelofCustomerExcitement
Positive
Neutral
Negative
Reframe
Rational
Drowning
Warmer
Emotional
Impact
A New
Way
Our
Solution

10. Learn More
@CEB_Challenger
www.thechallengersale.com
Group:
The Challenger Sale From CEB