Driving Growth by Taking Control of the Customer Conversation

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

2. Three Questions That Guided Our Research
What sets the best sales reps apart in a
complex sales environment?
How do you replicate winning sales
behaviors?
How do you create a differentiated sales
experience?

3. A different kind of
buying has
emerged.

4. It’s Harder to Engage Buyers
Today’s customers don’t need sales reps in the same way they used to; they now wait until they are 57%
through the purchase process before contacting Sales. Buyers do independent research and set their
own purchase criteria, all before the first seller interaction.
n = 1,460.
Source: CEB analysis.
Customer’s First
Meaningful Contact
with Supplier Seller
Customer Due
Diligence
Customer
Purchase Decision
57%
COMPLETE
$

5. Sales Experience Drives Customer Loyalty
Purchase experience is the greatest source of differentiation for B2B sellers.
Source: CEB analysis.
n = 4,960 B2B customers (of 24 companies).
Percentage of Contribution to Customer Loyalty
Representative Sales
Drivers of Customer Loyalty
• Supplier offers unique,
valuable perspectives on the
market.
• Supplier helps me navigate
alternatives.
• Supplier helps me avoid
potential land mines.
• Supplier educates me on
new issues and outcomes.
• Supplier is easy to buy from.
• Supplier has widespread
support across our
organization.
Company and
Brand Impact
Product and
Service Delivery
Value-to-
Price Ratio
Sales
Experience
19%
19%
9%
53%

6. The Five Profiles of Sales Professionals
Hard Worker Challenger Relationship Builder
Problem SolverLone Wolf
§ 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
§ Follows own instincts
§ Self-assured
§ Independent
§ Reliably responds
§ Ensures that all problems are
solved
§ Detail oriented
Source: CEB analysis.

7. Challenger™ reps
are most likely to
win.

8. Challenger™ Reps Outperform All Other Profiles
Challenger Lone Wolf Hard
Worker
Problem
Solver
Relationship
Builder
Core Performers
High Performers
23%
15%
22%
14%
26%
39%
25%
17%
12%
7%
Percentage of Core versus High Performers Per Profile
n = 683.
Source: CEB analysis.

9. The Challenger™ Fingerprint
Challenger™ sellers use disruptive insights to challenge customers’ assumptions and force them to think
differently. They take back control of the purchase conversation in a way that leads customers back to
the unique strengths of their organization.
Challenger Rep
Behaviors Build
Constructive Tension
§ Offers unique perspective
§ Maintains two-way communication
Teach
§ Knows customer value drivers
§ Identifies economic drivers
Tailor
§ Is comfortable discussing money
§ Can pressure the customer
Take Control

10. CEB Helps You…
Engage Customers Where They Learn
§ Certify your team to apply our Challenger Messaging Engagement™
methodology to develop insights at scale.
§ Develop a content strategy and associated customer-ready assets to deliver
commercial insights.
§ Build and improve your team’s broader marketing knowledge.
Drive Efficiency and Impact Through Enablement
§ Develop sales managers to effectively coach Challenger sales teams.
§ Improve sellers’ customer conversations using mobile, video-based software to
support seller practice and model what great selling looks like for new hires.
Engage Customers Through Sales
§ Hire sellers who are more likely to succeed and consistently demonstrate
Challenger behaviors.
§ Develop and build Challenger seller and manager skills.
§ Arm sellers to identify and activate Mobilizer™ customers and manage consensus.
Create Commercial Insights
§ Develop commercial insights that reframe your customers’ thinking.