3. The Challenger Sale
A Challenger is defined by
the ability to do three
things:
• Teach
• Tailor
• Take control
Build a pitch that leads to
your solution, not with it.
4. The Challenger Sale
Before even talking about
your capabilities, teach
customers about a
problem they didn’t even
know they had - one that
you can solve better than
your competitors.
5. Here is your challenge
Your customer has changed the way they
communicate with the world.
What are you doing to change the way you
communicate with them?
10. BtoB Invented Social
• Support forums
• Webinars
• Message boards
• User communities
• 3:1 ROI on advertising
11. BtoB & BtoC Social
The differences between B2C social and B2B
social are also the strengths of B2B social:
• Smaller audiences
• More focused conversations
• Higher revenue per conversion
• Users more rational than emotional
18. BtoB Social – Path to success
• Leverage spending to gain an advantage while
it is still cheap
• Move quickly
• Content is cheap, attention is expensive, social
is your medium of choice to arbitrage yourself to
success
20. Communication channels
VISION
PLAN
EVALUATE
SELECT
White Papers
Analyst Reports
Blogs
Podcasts
Solution Directory
High-Level Collateral
Detailed Collateral
Demonstrations
Webcasts
Case Studies
Industry / Company Websites
Direct Mail / Email Campaigns
Business Requirements
Functional Requirements
Source: KnowledgeStorm 2007
Short List
