you may have read our blog piece on the challenger sale (see here /5-profiles-b2b-sales-reps/). cebs latest study and subsequent book is the challenger customer. on average 5.4 individuals, all with varying agendas and perspectives have an influence on a buying decision in a b2b, complex or consultative selling situation. so, the challenger customer is very much about customer buying behaviour and it’s based on ceb’s extensive research, not something pulled from mid-air. or perhaps the world is becoming more complex? ceb’s research has divided these ‘stake holders’; types of individuals that have an influence on a buying decision, into 7 different types: – an advocate for good ideas who delivers results.
the gogetter that will take care of the internal selling of your proposition and is comparable to the ‘coach’ in miller heiman but let’s be cautious about making too close a comparison. don’t be put off here, the sceptic is really pushing back on the idea because they’re exploring it! depressingly, according to ceb’s research, supplier selection doesn’t even begin until a potential customer is on average, 57% of the way through the buying process. bear in mind this is at a point well before the seller walks through the door! the mobilizer™ is the term that ceb use to describe the individual that will fight for you and your solution, acting as an internal champion, helping you to navigate the stake holders who have an influence on the decision. whereas miller heimen pay attention to the role or title, ceb put the emphasis on the person’s ability to build a consensus and willingness to drive change.
one of the missions of the ies is to bring sales thought leaders to sales leaders. ceb interviewed and tracked thousands of sales professionals, and the original research found that challenger sales reps have a deep understanding of the customerâs business and use that understanding to push the customerâs thinking and teach them something new about how their company can compete more effectively. ceb concluded that, of these sales types, the challenger rep had the most likelihood of success in todayâs selling environment. there are proâs and conâs to the findings. last year, they published the challenger customer, a sequel to the challenger sale.
there is an indirect ratio between numbers of decision makers to the likelihood of completing a sale. itâs up to the sales professional to get the group to come to a collective âyes.â ceb identified that there are seven types of customers you need to interact with and of the seven, only three can really help you. successful challenger reps know how to quickly determine where each customer falls and how to get them to help âmobilizeâ the business forward. you can hear it in their language which places âweâ as a priority, not âme.â unfortunately, sometimes we get stuck with the talkers. weâre lured into deceptively believing that our likelihood of getting the business is higher because they often want to please and may not tell us the truth. one attendee at brentâs program is now questioning whether the article links that he and his firm sends to his prospects are of any value after all.
the challenger customer is very much about customer buying behaviour and it’s based on ceb’s extensive research, not something pulled in the challenger customer, ceb research identifies the mobilizer customer as a critical player on the buyer panel. engaging and challenging this individual mobilizers customers are the stakeholder profile most likely to drive organizational change and action. find them. how to coach and equip, challenger sales profiles, challenger sales profiles, challenger mobilizer talker blocker, challenger profiles, challenger sales personality types.
the challenger customer offers insights on finding the mobilizer. ‘types’ of buyer profiles that sellers encounter within the group, each profile is characterized by a specific set of skills and behaviors that define how reps interact with customers. gartner explains the five profiles of collaborating on customer learning through socratic guidance. the response from b2b customers? more confidence and less skepticism, with sales reps seen as less, challenger sales cheat sheet, customer verifiers, challenger sale workbook, challenger sales training. what is a challenger profile? what are the challenger personas? what is the challenger framework? is challenger sales still relevant?
When you try to get related information on challenger customer profiles, you may look for related areas. challenger sales profiles, challenger mobilizer talker blocker, challenger profiles, challenger sales personality types, challenger sales cheat sheet, customer verifiers, challenger sale workbook, challenger sales training.