Ch5 Challenger sale Teaching differentiation part 2

Commercial Teaching does

- Allows getting the two functions to work together which is a challenge - Underlying cause - Provides a road map for integrating limited activities that actually matters - Marketing is the only area has the tools for this. by creating a integrating machines for sales reps that serves with with areas that help equip them with quality teaching materials that customers find compelling . Sales will have to make sure t hat reps have the knowledge, skills and coaching necessary to go out and use that insight in a convincing manner to actually challenge customers. Your pitch cant be static, it has to constantly evolve with the customer's business environment and with a competitive dynamic landscape.

Making sure your picture is Bold

1) Big (Outperform) 2) Innovative 3) Risky 4) Difficult Challenger approach To be provocative (provoke excite get a strong reaction), to challenge, and therefore to be seen as differentiated by the customer. Without an edge you sound just like someone else. Challengers constructively use tension to their advantage.

Commercial Teaching Guardrails

1) Pre-scoped customer needs. ( done in the organization 2) The conversation is prescribed and the hypothesizes are laid out in detail with the same talking points. 3) Solution the rep is working for is predefined and is determined in advance

Building the Insight Generation Machine Three elements simplified approach

1) Providing customers with game- changing insights 2) Specifying and personalizing the potential impact of the insight 3) Introducing your capabilities as the best possible means of process for reps traditionally accustomed to lead with rather than leading to.

6 Steps to a world Class Teaching Pitch

1) The Warmer 2) The Reframe 3) Rational Drowning 4) Emotional Impact 5) A New Way 6) Your Solution

Developing a Purposeful Choreography

6) To begin at the end of the sales pitch with the solution. Have to know what's its being build to. The punchline of the teaching has to have an element of surprise. Want them to think differently about there company and your company to keep them. 2) The reframe Why customers don't benefit the values you bring? Alternative view can convince them they can save or make more money 3)Rational drowning to show the whole picture Thens its creating logic and compelling path from step 2 to 6. Whats costing our customers more than they realize, that only we can help them fix?( Heart and soul of your commercial teaching pitch)

5) A new way or Value Proposition

A new reframe-work for addressing the problem implicitly tied to the supplier value proposition About the solution not about the supplier. Not how you can help its about showing customers how much better there life can be with the solution.

1) The Warmer

Building creditability by reading their mind, and demonstrating empathy Assessing your custmers key challenges rather then asking what you keep up at night? You lay out what your seeing and hearing as key challenges at similar companies. Compair there companies challenges to others you have worked with. Commercial teaching pitch to build credibility and to cut to the chased. To establish someone worth talking to. Hypotheses based selling by not wasting the customers time and the customer doesn't feeling solution fatigued.

3) Rational Drowning

Gradually intensify the problem both in degree and closeness to the customer. Why what you taught them in the reframe really matters. Tables, graphs, and chart to show numbers to make the customers squirm a bit. Like the ROI calculate that solves the challenge that you taught the customer of what they have. Using proof of its worth solving, powerpoint

Commercial Teaching Choreography

Its a team sport as an individual 1) Identify your benefits 2) Develop commercial insight that challenges customers thinking 3) Package commercial insight in compelling messages that "lead to" 4) Equip reps to challenge customers

6) Your Solution and Implementation Map

Map of supplier services or solutions lined back to key teaching points; highlighted path to implementation This is where you lay out all the solutions you have and laying out all of your unique capabilities Valuing your capabilities over the competitions Where does the supplier first enter the conversation? is the last thing you need to put in. Its about the customers solution to better there life and business with more growth, opportunities, productivity, and less time. Not about price or saving money. You cant lead with your differentiators , teach them something new and then lead them to the differentiators. Has to be a flow to the conversation where you lead to the solution not with.

Success in commerical teahcing

One Needs organization that supports them for success in commercial teaching. Most of the heavy lifting is done before your in front of the customer. It allows reps to steps away from individual customization ability as the organization steps in to offer crucial support around the very thing that customer s have told us they value in supplier interactions, namely the sharing of commercial insight. Shifts from discovering needs to guiding a conversation with Commercial teaching.This allows the organization to lay out the frame work in advance to chalk the field.

Critical lesson of the challenger approach

Organizational capabilities, are not individual skills. The challenger approach is the significant need for organizational involvement to make it truly sustainable and not just the result of incidental sales reps excellence.

4) Emotional Impact

Psychological features of the problem, or presence in the individual's workflow, humanizing the problem Customer see's them self in the story you are arguing. Making an emotional connection as their story by making it personal. This is where a storying telling capability, paint a picture of other companies that have similar problems of a painful path that the customer will immediately recognize as their company. Has to feel immediately familiar of understanding the customer before the sales call is important. * Creating an emotional connection between the pain of the story you are telling and the pain the customer feels everyday. If successful then you have the customer bought into the reframe and want a solution.

Hypothesis Based Selling

Rather than open ended questions about customer's needs you lead with hypotheses of customers needs, informed by your experience and research.

Main idea of A Sales pitch

Telling a compelling story. Take them on a roller coaster ride to a dark place and then to the light with your solution.

2) The Reframe

The first is to recognize the problem, need, or assumptions with commercial teaching by shocking the customer. To give the customer a reason to care. The insight and headline of an unexpected viewpoint to get them to want to hear more. Where you teach them something not something you agree with. This requires you to surprise the customer.

Real value of an interaction

isn't what you sell; it's the insight you provide as art of the sales interaction itself.