the challenger sales

这是一篇关于the challenger sales的思维导图，主要内容有Teach、Tailored、Take control。

the challenger sales

• Teach
  • customer-worthy insights lead to a supplier's unique capabilities
    • new ideas to help customers either make money or sage money in ways they didn't even know were possible 降本增效的另一个视角，启发用户
    • teaching customers new ways of thinking, pushing them to rethink their current perspectives and approaches
    • envoke an emotional and rational response/act
    • Commerical teaching
      • lead to your unique capabilities
        • what the customer does better than the competition
        • why should our customers buy from us over anyone else?
      • challenge customer's assumptions
        • connection between insight and customer
        • "yes, I totally agree!" actually you failed
        • get them curious: "what exactly does this mean for my business?" or "What else don't I know?"
      • catalyze action
        • ROI calculates = value agreed + reframe message you pursuing, not ROI for product itself only
      • scale across customers
    • provide insights to stakeholders,then influence decision makers)
  • 6 steps for conversation
    • Warmer
      • building credibility of reps
      • Led with a hypothesis of customer rather than an open-ended question to “discover” customer need
      • lead to 引导客户, not leading with 而不是被客户引导
    • Reframe
      • Shift the perspectives, in order to lead to, not lead with customer
      • "huh, I never thought of it that way before"
      • need a story to provide insights by shifted perspectives (从不同的角度讲述故事）
        • the power of planning the unplanned
        • Total dealer spend and Profic clinics
      • just a headline of the insights (one sentence)
    • Rational drowning
      • Drill down to those perspectives based on data analysis, number driven
    • Emotional impact
      • see it as customers' story
        • Make it personal
    • a new way for Value proposition
      • showing customers how make better their life would be if they just acted differently
    • Solution and roadmap
      • demonstrate the solution
      • prove it is better able than anyone else's to equip them to act differently
  • Pitching must be BOLD
• Tailored
  • from impact decision maker direct to impact stakeholder then influence decision maker indirecty by them
  • get widespread support and ease of doing business
  • provide insights to stakeholders
  • layers of tailoring: industry -> company -> role -> individual (what's the personal goals and objectives)
    • 和“极简思考”里的每个条件要和关键人关注的问题相关。
    • what role he/she is?
    • what they are worried about
    • what quantifiable resuls he/she wants to achive
  • KPI examples to improve tailoring messages
    • decrease reject rate by 5%
    • decrease the number of clicks it takes for customers to find an answer on our web site
• Take control
  • lead and simplify the purchase of a complex solution
    • coach the customer on who should be involved, not just asking customers
  • convince the customer that the problem is urgent, not just pushing for money
  • be assertive
  • 驱动力： a strong desire for closure