Challenger Sales Model: Tailoring For Resonance

• What Decision Makers Really Want?

  Split out decision makers from influencers and end users in order to understand what makes these two different types of stakeholders loyal to a certain supplier. Sales experience for decision makers are nearly twice as important as individual influencers. Decision makers think of themselves as buying from organizations, not from individuals.

  The decision maker's sales experience can be greatly influenced by working on the following factors:

  1. Widespread support for the supplier across the prospect's organization: Senior decision makers simply aren't willing to go out on a limb for a supplier on a big purchase - at least not on their own.
  2. Does the vendor's organization provide easy accessibility to their resources?
  3. Is the vendor organization easy to buy from?
  4. How flexible is the vendor in collaborating with other vendors?
  5. Does the vendor provide best value for the best price?
  6. Is the vendor flexible in adjusting to unique product needs?
• Sales rep need to take path to earn decision maker's support one that lays the groundwork with the customer's team - identifying, nurturing, and encouraging key customer stakeholders across the organization.
• Senior execs place higher value on sales representatives knowledge, and procurement places greater value on reps not overstating the value of their product, but that's about it.
• Key to generate "Widespread Support": Influencing those individuals who play a key role in a purchase but don't ultimately sign the check. These influences don't think of themselves as buying from organizations; they buy from people. The key questions these people evaluate sales rep on are:
  1. Do the sales rep demonstrate high level of professionalism?
  2. Are the sales rep able to offer unique, valuable perspective?
  3. Does the sales rep overstate value or understate difficulties of the purchase?
  4. Does the sales rep have knowledge of my business and do they help me avoid landmines?
  5. Does the sales rep frequently educates me on issues and outcomes?
  6. Does the sales rep advocates for me within the supplier organizations?
  7. Does the sales rep improve my professional standing?
  8. Does the sales rep provide credible and compelling data?
  9. Is the rep readily accessible?
  10. Does the rep have understanding of my business? - Helps in shortening the buying cycle.
  11. Does the rep excel in diagnosing my specific needs?
  12. Does the sales rep provide clear guidance on how to evaluate my alternatives?
  13. Does the sales rep exerts pressure to productively accelerate decision making?
• A sales rep should layer the tailored solution in order to make sure that the message is consistent but the solution is tailored. The hierarchy is: Individual -> Role -> Company -> Industry.
• When speaking with various players in a prospects organization sales reps should be able to identify 4 key areas for the person with whom they are talking:
  1. Decision Criteria
  2. Focus
  3. Concerns
  4. Potential Values