ideas from the challenger customer
TRANSCRIPT
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Ideas from “The Challenger Customer” to Create Commercial Insight
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Pitching ProductsUnless the customer is looking for products like yours to solve specific problems
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Nobody Cares About Your Products, Except You!
What do your Customers Really Care about?
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Grow Revenue
Reduce Cost
Reduce Risk Competitive Advantage
The Buyers Compass – Why People Really Buy
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Start Helping Customers to
BuyBut how?
No-one likes being pitched
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Start showing customers how to solve the problems they really care about
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Do You Need to Change How You Sell?
• What does your ideal customer look like?• How do they buy?• Who do you have to convince?• How does the customer see their problem?• What are their alternatives?• How do you make the case for change compelling?
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The Capital Purchase = Change
Average B2B Buying Committee = 5.4 people
Asking: Why Change?
It’s expensive, disruptive, risky and unknown
Which is why most opportunities lose to status-quo!
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B2B Customer Buying Process: I-M-P-A-C-T
Idea Mentor Position Assessment Case Transaction
*Do nothing*Build it*Explore*Find alternative
Awareness Evaluation Decision
Why Change?
Why You?
Why ChangeNow?
Shared VisionWe must change!
Mentor/MobilizerStatus-quo
A B C
Fit
PricePeople
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Teaching Customers to Value a New Perspective
A BCurrent
PerspectiveDesired
Perspective
Hint: It’s Not about the Product
• To help customers change - show them what they are currently doing is unsafe, costly and untenable
• That is, help them envisage a different way of operating that will produce superior results, or opportunities they are missing.
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Suppliers think B is their Solution
A BUntil A becomes unsafe, risky and painful, the
status-quo will prevail
Current Perspective
Desired Perspective
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A to B is the Customers Story
Counterintuitive points: 1. Stop thinking about A--> B as your value proposition
and start thinking about the return to the customer from a new way of thinking about their problem.
2. Get customers to think differently about themselves and they will think differently about you.
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We must change!
A BCurrent Perspective
DesiredPerspective
Commercial Insight helps the Buyer break down A and build up B
“Let me show you how we are the only company who can help you with this.”
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Commercial Insight
Building Commercial Insight is an Organizational Capability, not an individual salesperson’s skill.
Commercial Insight requires deep understanding of how customers see their own business.
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Four Questions to Create Commercial Insight
• What major problems are customers exposed to that you can help solve?
• What are the causes of the problems currently under-appreciated by your customers?
• What is the impact to the customer if they fail to act?
• What would we have to teach the customer about their business that would lead them to value your capabilities?
How can you credibly break down their A and build up their B?
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Create Differentiated Capabilities: Cause-Level Value-Model
Customer Problem Solution
CapabilitiesCause Generic Value
Differentiated CapabilitiesCause
Differentiated Value
Issues
Symptoms
Impact
Impact
Adapted from Bob Schmonsees Cause Level Value Model
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The New WayProblem Addressed
How it endsOUTCOME
Defining MomentTriggering Event
Light-bulbINSIGHT
ChallengesStruggle
Resistance to ChangeTHE REVEAL / HUMAN
Character (s)When/Where
How does the Journey Begin?THE SET UP
The MoralThe Message
A BeliefLIMBIC-TO-LIMBIC
The Point
Complication
Turning Point
Resolution
The Hero’s Journey Storyboard
Setting
Adapted from “What Great Salespeople Do” by Mike Bosworth
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Visual Story Development Guidelines
2. Narrative:• Customer as-is, • Creates tension,• Engages emotions,• Contrasts as-is vs. as-it-could-
be• Insight resolves in a new way
of thinking• And a guide for the journey -
you
This Way
1. Visual – easy to draw icons, big ideas
3. Language = voice of the customer, no “product-speak”