1. Sell into the “hidden opportunity market”

    We used to say, “sell ahead of the RFP.” Then, for more than a decade we’ve been telling clients, “sell ahead of your competitive herd.” Now we’re telling them, “sell into the ‘hidden opportunity market’.” As a result of recent client work, I’ve re-examined CEB’s Challenger Customer for clues on how to improve B2B sales practices, especially for sales content. I’ve re-read Challenger Customer in detail at least 5 times. Each time I get a deeper appreciation for the insights their research provides. And how elusive these insights and their implications can be for sales professionals. (See Unpacking Challenger Customer Insights.) “Customers are typically 37 percent of the way through a purchase decision when group conflict peaks – and in some cases this stalls or, worse, kills the deal all together. On top of that, those customers don’t meaningfully engage suppliers’ sales reps until they are, on average, 57 percent of...
  2. Challenger Customer Implications for B2B Sales Professionals

      Most sales executives I’ve asked about their view on CEB’s book Challenger Customer have completely missed the value for their sales program. “Oh yeah, I read Challenger Sale a couple of years ago, good book.” In our view, Challenger Customer is a must read for sales leaders who are trying to execute a “value selling” sales model, or to shift from their transactional, product selling model. Challenger Sale introduced concepts about what B2B sellers should do. But few recommendations were really actionable by most sales leaders and their teams. Challenger Customer provides the roadmap, AND the accelerant. The book presents the results of extensive research. They looked at what the best B2B sales people have actually been doing. They explain simply, and show graphically, the results achieved compared to average and poor sales performers. But sales behavior change and results will not be realized simply by having sales teams...
  3. Unpacking Challenger Customer Insights

    The CEB book Challenger Customer, released in September 2015, will continue to garner support for its many insights. They provide important considerations for all B2B marketing and selling professionals, especially sales executives. Despite a breezy writing style, there are many dense sections. A level one reading risks missing several important but deeper implications for an organization’s go-to-market and content strategy. I’ve discovered this from conversations with colleagues and clients who have read the book. This post is not a book review. It assumes you have read CEB’s Challenger Customer. I will highlight key Challenger Customer insights and suggest important implications, considerations, risks and required actions that I (and colleagues) missed the first couple of times we read the book. These ideas can have a significant impact on execution efficacy and outcomes for those who attempt to leverage CEB insights. We all have a lot at stake in getting these concepts right...

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