1. 9/30/2011
Inside the Customer’s
Purchase Decision
Collaborative Sales and Marketing Strategies to
Steer Today’s Buying Behavior
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Reluctant Customers
1 2 3
Customer’s Contact Customers
The
Good time horizon turnover open to new
extended stabilized ideas
4 5
The Customer
Price pressure
Bad spending still
still significant
down
6 7 8 9
Customers Customers
Consensus Customers
The demanding using
requirements pushing risk
Ugly increased consultants to
expanding onto suppliers
customization drive purchase
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1

2. 9/30/2011
Key Drivers of Customer Loyalty
Representative Sales
Drivers of Customer
Percentage of Contribution to Customer Loyalty
Loyalty
53% •Offers unique, valuable
perspectives on the
market
•Helps me navigate
alternatives
9% •Helps me avoid
potential land mines
19% •Educates me on new
issues and outcomes
•Supplier is easy to buy
19% from
•Supplier has widespread
Company and Product and Value-to-Price Sales support across my
Brand Impact Service Ratio Experience company
Delivery
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Potential Drivers of Rep High Performance
Sample Attributes Tested
Attitudes Skills/Behaviors Activities Knowledge
•Desire to Seek •Business Acumen •Sales Process •Industry
Issue Resolution •Customer Needs Adherence Knowledge
•Willingness to Assessment •Evaluation of •Product
Risk Disapproval •Communication Opportunities Knowledge
•Accessibility •Use of Internal •Preparation
•Goal Motivation Resources •Lead Generation
•Outcome Focus •Negotiation •Administration
•Attachment to •Relationship
the Company Management
•Curiosity •Solutions Selling
•Discretionary •Teamwork
Effort
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Sales Rep Profiles – Pattern Recognition
Hard Worker Challenger Relationship Builder
•Always willing to •Always has a •Builds strong
go the extra mile different view of advocates in
•Doesn’t give up the world customer
easily •Understands the organization
•Self‐motivated customer’s •Generous in giving
•Interested in business time to help others
feedback and •Loves to debate •Gets along with
development •Pushes customers everyone
Lone Wolf Problem Solver
•Follows own •Reliably responds to
instincts internal and external
•Self‐assured stakeholders
•Independent •Ensures that all
problems are solved
•Detail oriented
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2

3. 9/30/2011
Challenger Reps Mostly Likely to Win
Percentage of Core Performers
Percentage of High Performers
39%
Percentage of Population
26%
25% 22%
23%
17%
15% 14%
12%
7%
The Challenger The Lone Wolf The Hard The Problem The
Worker Solver Relationship
Builder
© 2011 The Corporate Executive Board Company. All Rights Reserved.
The Challenger Fingerprint
Challenger Rep Behaviors
•Offers unique perspective
Teach
•Two‐way communication skills
•Knows customer value drivers Tailor
•Can ID economic drivers
Take
•Is comfortable discussing money
Control
•Can pressure the customer
Build Constructive Tension
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Challengers Excel in Complex Sales
4%
Relationship Builder 11% 7%
10%
Percentage of Total High Performers
Problem Solver 18%
25%
26%
Hard Worker
Lone Wolf 25%
54%
Challenger 20%
Low Complexity Sale High Complexity Sale
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3

4. 9/30/2011
Commercial Teaching Attributes
Lead to Your Unique Challenge Customers’
Strengths Assumptions
Scale Across
Catalyze Action
Customers
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Anatomy of a Commercial Teaching Pitch
Positive 6.
2. Our
Reframe Solution
Level of Customer Excitement
5.
1. 3. A New
Neutral Warmer Rational Way
Drowning
4.
Emotional
Impact
Negative
© 2011 The Corporate Executive Board Company. All Rights Reserved.
Portrait of the New High Performer
Teach for
Differentiation
Tailor for Take
Resonance Control
The New High Performer
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4