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The Challenger Customer
1.
#B2BMX The Challenger Customer ©
2015 CEB. All rights reserved @nick_toman #ChallengerCustomer Nick Toman Global Practice Leader, Sales & Service, CEB Co-author, The Challenger Customer
2.
#B2BMX Traversing the Solutions
Graveyard Customer Status Quo Agreement on a Vision Purchase Decision Single Stakeholder Agreement Organizational Consensus © 2017 CEB. All Rights Reserved.
3.
#B2BMX Bigger Groups, Fewer
Purchases © 2017 CEB. All Rights Reserved. n = 3,000. 0% 50% 100% 81% 55% 53% 31% 1 2 3 4 5 6+ Size of Buying Team 60% Purchase Likelihood 60%
4.
#B2BMX Bigger Groups, Fewer
Purchases © 2017 CEB. All Rights Reserved. n = 3,000. 0% 50% 100% 81% 55% 53% 31% 1 2 3 4 5 6+ Size of Buying Team 60% Purchase Likelihood 60% 5.4 Average Buying Group Size
5.
#B2BMX Bigger Groups, Fewer
Purchases © 2017 CEB. All Rights Reserved. n = 3,000. 0% 50% 100% 81% 55% 53% 1 2 3 4 5 6+ Size of Buying Team 60% Purchase Likelihood 60% 31% 5.4 Average Buying Group Size 6.8
6.
#B2BMX Track ‘Em Down,
Win ‘Em Over © 2017 CEB. All Rights Reserved. Stakeholder 1: CIO Rep Angle: Minimal work-flow disruption Positioning: Seamless integration with legacy systems Stakeholder “Closed” Stakeholder 2: Financial Analyst Rep Angle: Cost savings Positioning: Marketing expense efficiencies Stakeholder “Closed” Stakeholder 3: Marketer Rep Angle: Deeper customer segmentation Positioning: Micro- segmentation targeting strategies Stakeholder “Closed” 1. Accessing Individuals 2.ClosingIndividuals
7.
#B2BMX Not What You’d
Expect © 2017 CEB. All Rights Reserved. 0% 8% (8%) 4% (4%) ChangeinLikelihoodofMaking aHigh-QualitySale Access to Stakeholders Evaluating Purchase Positioning Offering on Value to an Individual Stakeholder
8.
#B2BMX The Real Enemy ©
2017 CEB. All Rights Reserved. 1.5 Stakeholder Diversity Index Stakeholder DysfunctionIndex 2.0 2.5 2.5 4.0 5.5 Stakeholders don’t have a fair say Stakeholders avoid discussing key issues Stakeholders have multiple disagreements Kinds of dysfunction:
9.
#B2BMX Lowest Common Denominator ©
2017 CEB. All Rights Reserved. Stakeholder 1 Mental Model Goal Priorities Metrics Means Stakeholder 2 Mental Model Goal Priorities Metrics Means Stakeholder 3 Mental Model Goal Priorities Metrics Means
10.
#B2BMX The Seven Stakeholders ©
2017 CEB. All Rights Reserved.
11.
#B2BMX Mobilizer™ Customers Get
It Done © 2017 CEB. All Rights Reserved.
12.
#B2BMX What Now? © 2017
CEB. All Rights Reserved.
13.
#B2BMX © 2017 CEB.
All Rights Reserved. ID’ing Mobilizers
14.
#B2BMX What Now? © 2017
CEB. All Rights Reserved.
15.
#B2BMX A Riddle of
Sorts © 2017 CEB. All Rights Reserved. What’s the one thing we all sell?
16.
#B2BMX A Riddle of
Sorts © 2017 CEB. All Rights Reserved. What’s the one thing we all sell? CHANGE
17.
#B2BMX Being Smart Isn’t
Enough © 2017 CEB. All Rights Reserved.
18.
#B2BMX You Must Disrupt ©
2017 CEB. All Rights Reserved.
19.
#B2BMX Break Down the
“A” © 2017 CEB. All Rights Reserved.
20.
#B2BMX Thank You © 2017
CEB. All Rights Reserved.
21.
#B2BMX
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