The Challenger Customer
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The document discusses challenges in selling to large business-to-business buying groups with multiple stakeholders. It notes that as buying group sizes increase, the likelihood of a purchase decreases, with the average group now consisting of over 5 stakeholders. Selling effectively requires accessing and closing individual stakeholders, but positioning a solution based on its value to a single person provides little benefit. Truly overcoming obstacles demands understanding and addressing the diverse goals and priorities across all stakeholders in the buying group.
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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